The next now: Why retail’s future is already here

By: Kevin Winfield, Managing Director

Every January, leaders from the retail industry gather in New York City for NRF: Retail’s Big Show, the world’s largest retail conference and expo that sets the tone for the year ahead. Global brands, tech innovators, and industry experts meet to share insights, overcome sector challenges, and reveal game-changing technologies. With thousands of attendees and hundreds of sessions, NRF is truly the heartbeat of retail innovation. 

For 2026, the theme will be “The Next Now”; a call to action for retail leaders to recognise that the future of retail isn’t something waiting to happen in coming years but rather something unfolding right now. So, what can we expect from the 2026 event? 

AI shifts from efficiency to empathy 

Artificial intelligence will take centre stage at next year’s event with a dedicated stage that will explore how the technology is continuing to evolve beyond operational automation. Instead, AI can be used to create human-centric experiences, leveraging predictive analytics to anticipate demand and conversational AI to make customer interactions feel more personal. 

Over the next few years, expect AI-driven personalization to become standard practice for many retailers as they look to keep up with changing consumer behaviour and expectations. Those who find the balance between data-driven automation and empathy will win customer trust. 

Connected commerce becomes industry norm 

The lines between physical and digital retail have been blurring for years - but those boundaries are now virtually gone. Next year’s NRF will spotlight retailers who have perfected their unified commerce strategies to deliver seamless experiences across all channels. Imagine walking into a store where your online browsing history informs in-store recommendations or returning an online purchase in a physical location within seconds. 

Brands like Ulta Beauty and Shopify are already investing heavily in their omnichannel ecosystems, and we can expect many more leading retailers to refine their strategies. 

Agility is a competitive advantage in a dynamic industry

Retail has always been fast-moving, but advancements have accelerated dramatically in recent years. Brands can no longer rely on static strategies. Those that succeed will pivot quickly to respond to changing consumer behaviour and purchasing trends. With technologies such as real-time analytics and agentic AI being prominent at NRF, these tools are designed to enable this agility. 

How The Jargon Group helps brands shine at NRF 

At The Jargon Group, we’ve supported clients like SML RFID and Teamwork Commerce at NRF to boost visibility and maximise exposure. From securing top-tier media coverage to crafting compelling thought leadership, we help brands stand out in a crowded marketplace. Our experience ensures your presence at NRF translates into measurable impact. 

Download our Free NRF guide or get in touch 

NRF is a huge opportunity for those exhibiting, but only if your brand stands out with the right communications strategy. That’s where we come in. If you’re attending NRF or planning to leverage the event for brand growth, download our free NRF guide or contact kevin@thejargongroup.com to discuss how we can support your PR strategy around the show.