NRF 2026, the retail industry’s flagship event, established a strategic focus on agentic commerce, scalable artificial intelligence (AI), and advanced radio-frequency identification (RFID) data layers. Industry leaders and technology experts emphasized that the retail sector has moved beyond experimental AI tools toward autonomous systems capable of executing complex, multi-step business operations.
Bob Eddy, board chair of the NRF, opened the event by describing the industry as a “stabilizing force” that supports more than one in four US jobs. Under the theme “Now, Next,” the conference highlighted how the rapid acceleration of technology is forcing a shift from simply adopting new tools to executing what comes next for global commerce.
The Emergence of Agentic Commerce
The most significant shift highlighted at NRF 2026 was the transition into the “agentic commerce” era. Unlike earlier applications of generative AI focused on chatbots or basic recommendations, agentic AI systems can predict outcomes and execute prescriptive actions across the customer journey.
Data from a Salesforce report shared at the conference showed that AI agents handled 142% more tasks during the 2025 holiday shopping season compared with the previous two months. The report also pointed to a 126% increase in the use of AI for customer service over the same period.
Major retailers unveiled large-scale agentic integrations during the three-day event. Walmart announced a partnership with Google that allows consumers to purchase products from Walmart and Sam’s Club via the Gemini AI assistant. This system enables AI agents to browse online stores and autonomously arrange delivery for both in-store and club items.
In the foodservice sector, Papa John’s announced the deployment of a unified voice and text AI ordering system powered by Google Cloud’s Food Ordering agent. The platform is designed to operate across mobile apps, websites, phone orders, kiosks, and in-car systems, reducing friction throughout the transaction process.
Omnichannel Evolution and Technical Infrastructure
The conference highlighted how the operational “muscle” built the COVID-19 pandemic has become foundational for modern retail. Jeremy Graham, vice president of engineering for athlete technology at Dick’s Sporting Goods, said the crisis served as a primary catalyst for innovation.
“One of our biggest evolutions was COVID,” Graham said. “That accelerated our buy-online, pick-up-in-store curbside service and showed that we have more ways to interact with our customers. It started to become a differentiator.”
Since then, Dick’s Sporting Goods has evolved its technology stack by breaking website operations into microservices and adopting cloud-native strategies. The retailer is now prioritizing same-day delivery and immersive retail environments, such as its House of Sport concept, which uses interactive digital displays to deliver product-specific content.
“We want to make the journey as seamless as possible, however our athletes interact with us,” Graham said.
Payments and Global Standardization
Speakers at NRF 2026 noted that omnichannel success increasingly depends on unified payment systems. MJ Worsham, vice president of restaurant technology at Five Guys, argued that inconsistent payment options between online and in-store channels continue to create friction for consumers.
“What we want is a unified experience,” Worsham said, adding that standardized payment data improves back-end operations, including point-of-sale workflows, accounting, and supply chain visibility.
Jeff Pomeroy, senior vice president of enterprise payments, PayPal, said omnichannel capability has shifted from a novelty to a “must-have for merchants around the world.” For retailers expanding internationally, he noted, the challenge lies in supporting a fragmented landscape of regional payment preferences and providers.
RFID and the Internet of Things (IoT)
The conference reinforced the role of RAIN RFID as a foundational data layer. The industry is moving beyond RFID’s traditional use for inventory accuracy toward “always-on intelligence” that supports store execution and supply chain performance.
“Retail is moving toward always-on intelligence,” said Anja Van Bocxlaer, editor-in-chief, Think WIOT. “RFID delivers item-level truth. The broader opportunity lies in the convergence of RFID and wireless IoT, enabling operations to become proactive, automated, and measurable across the enterprise.”
Several technology announcements underscored this shift. NXP Semiconductors positioned its latest tag IC generation for high-volume, scalable retail deployments. Zebra Technologies emphasized integrating RFID and data capture directly into daily store and supply chain operations, while Checkpoint Systems focused on smart labels designed to trigger workflows that improve product availability.
A new phase of innovation involves combining RFID with Bluetooth Low Energy (BLE) and energy-harvesting technologies. Wireless labels that draw power from ambient light, motion, or radio-frequency fields enable continuous sensing without batteries. This “swarming” of specialized agents and sensors allows retailers to capture real-time telemetry on product location, temperature, and environmental conditions.
The Human Differentiator
Despite the heavy emphasis on automation, several executives stressed that human connection remains a key competitive advantage. According to Accenture research presented at the event, two-thirds of consumers now use generative AI, and a similar share of frontline workers believe it can enhance their work experience.
Mary Beth Laughton, CEO, REI, emphasized that while AI excels at processing data, it cannot replicate lived experience. REI is integrating its in-store “green vest” experts into its digital channels through online testimonials and videos to improve engagement and conversion.
Ariel Haroush, CEO and founder, Outform, concluded that technologies strengthening the omnichannel journey are no longer optional.
“The risk of not evolving is greater than the risk of adopting new technology,” Haroush said.
