NRF’26 in action: while you evaluate, the competition executes

Summary

-The purchase decision is now mediated by AI agents, which prioritize brands and influence choices before the consumer does.

-A relevant experience is no longer just about offer and price: understanding preference and need has become decisive.

-In brick-and-mortar retail, those who win are the ones who turn decision into action in the shortest possible time.

Depth Dive

NRF’26 reinforced something many leaders already experience day to day: brick-and-mortar retail has definitively entered a new decision-making logic. The challenge is translating trends into practice within the Brazilian context, marked by tight margins, high operational complexity, and an increasingly demanding consumer. What we saw in New York points to clear paths — ones that must move beyond theory.

One of the most discussed topics was the advance of agentic commerce, with proactive AI agents that filter options, prioritize brands, and facilitate purchase decisions. Retail now competes not only for consumer attention and preference, but also for algorithmic relevance. Brands with disorganized data, an unclear value proposition, or an inconsistent experience are simply no longer considered.

Another key point was the shift in purchase logic. Consumers are seeking context, occasion, and convenience far more than isolated categories or products. This requires physical stores capable of interpreting signals, anticipating needs, and personalizing interactions and the customer experience. Hyper-personalization, based on behavior and history, must anticipate preferences and has become a competitive advantage when embedded into the shopping journey.

NRF’26 made it clear: the customer journey is not linear. Omnichannel does not mean being present in multiple channels, but delivering a seamless experience with a consistent message across all channels and touchpoints. Payments, for example, have become a silent decision factor: when they work well, they go unnoticed; when they fail, they eliminate the purchase and the brand is dismissed.

The final message from NRF’26: well-directed execution, controlled testing, and decisions based on real customer impact generate more value than large initiatives that are constantly postponed. And those who stay out of this game will lose relevance — to both consumers and AI.

What has already turned into action for you since NRF’26? What is still stuck in the evaluation phase?