NRF always offers a snapshot of where retail is headed, but this year felt different. The conversations were less about what might happen someday and more about what retailers are already being asked to deliver now. Across sessions and booth conversations one theme kept surfacing: the industry is moving from experimentation to execution.
For the Creative Realities team, NRF reinforced what we see every day in conversations with retailers. New opportunities and expectations are creating complexity that can’t be ignored.
Here are the top themes that made us take note during our time at NRF.
AI Has Moved Beyond Buzz to Strategic Infrastructure
AI was everywhere at NRF, but the tone has shifted. Retail leaders are no longer talking about AI as a feature or a pilot project. They’re talking about it as infrastructure that needs to be embedded across systems that power inventory planning, demand forecasting, customer engagement, and media execution.
What stood out most was the emphasis on agentic AI. These don’t just analyze data but also act on it, helping retailers make faster, more coordinated decisions across channels. The goal is a more seamless end-to-end experience, where insights translate into action without constant manual intervention.
At the same time, many conversations reflected a growing realism. AI can accelerate decision-making and optimization, but it depends on clean data, integrated systems, and clear governance. Retailers are increasingly aware that AI amplifies what’s already in place, for better or worse.
Human Experience Still Matters More Than Ever
Despite the heavy focus on automation and intelligence, NRF reinforced that retail is still a human business. Over and over, retailers emphasized that technology should support people, not replace them.
In physical stores especially, human expertise and service remain key differentiators. AI is being positioned as a way to free associates from repetitive tasks and support better interactions, not remove the human element altogether.
This theme resonated strongly with what we see in-store. The most successful deployments use technology thoughtfully to enhance clarity and make the experience feel more intuitive.
Technology Is Reimagining Physical Retail, Not Replacing It
One of the clearest takeaways from NRF was the renewed confidence in physical retail. The narrative has shifted away from stores being displaced by digital channels and toward stores being reimagined through technology.
Retailers talked about augmented physical spaces where real human interaction is combined with smart, contextually relevant systems and content. From screens to integrated platforms, technology is being used to help stores become more responsive to shopper behavior and intent.
This aligns closely with what we see at Creative Realities. Physical retail remains a powerful anchor for the customer journey, especially when digital and in-store experiences are designed to work together rather than compete.
Execution Challenges Are Still the Reality Check
While NRF showcased innovation and ambition, many of the most candid conversations focused on execution. Retailers openly discussed the gap between strategy and operations, particularly when trying to scale from pilots to enterprise-wide deployments.
Data quality, systems integration, reliability, and governance repeatedly surfaced as blockers. In-store environments add another layer of complexity. Uptime and context matter more than ever, and inconsistencies are immediately visible to shoppers.
This realism was refreshing. It reflects a growing understanding that success depends as much on operational foundations as it does on vision.
Retail Media and Ecosystem Thinking Are Taking Root
Retail media networks were another dominant theme at NRF, particularly as they move beyond ecommerce into physical stores to operate as an in-store RMN. Retailers are increasingly viewing RMNs as strategic assets that connect media, commerce, data, loyalty, and experience.
The mindset among retailers is evolving. Instead of optimizing individual channels in isolation, they’re thinking in terms of ecosystems—how media, merchandising, and customer engagement intersect across touchpoints.
This shift raises important organizational questions. Who owns retail media? How do teams align incentives? How do technology stacks support connected experiences instead of creating new silos? These conversations are happening now, not hypothetically.
Insights from The Big Ideas Stage: How In-Store Retail Media Delivers Screentime that Pays
These themes came together clearly during CRI’s speaking session at NRF, led by Jessica Creces, SVP of Strategic Growth. Her session focused on the growing demand for retail media networks and the unique opportunities and challenges of executing them in-store.
In-store retail media doesn’t have to be a cost center. When done right, it can generate net-new revenue while enhancing the customer experience. With screens, foot traffic, and shopper intent, retailers already have valuable assets in place. The opportunity lies in leveraging those assets thoughtfully.
For media buyers, in-store retail media offers access to shoppers with intent at the moment of purchase. It extends campaigns beyond digital touchpoints and into environments where decisions are actually made.
Strategy is essential to making this work. That starts with observing the customer journey. Where do shoppers pause? Where does messaging influence decisions versus distract? Which products make sense to advertise based on relevance and availability?
When retailers answer those questions, in-store media becomes part of the experience. A solid strategy benefits customers, brands, and retailers alike.
What These Trends Say About the Future of Retail
NRF made it clear that retail is entering a more demanding phase. AI, retail media, and omnichannel experiences are becoming table stakes, but implementing them isn’t a simple task. Retailers must balance ambition with execution, technology with human insight, and scale with relevance.
From what we saw and heard at NRF, the next chapter of retail will be all about building strong foundations now. Connecting data, experience design, and operational discipline are essential to driving sustainable growth in the years ahead.
