In the lead up to NRF opening its doors in New York City, industry leaders were already debating how artificial intelligence, shifting consumer expectations, and economic uncertainty would shape the year ahead. One theme rose above the rest. Retail is entering a renewed era where human connection is once again the driving force behind meaningful customer experiences.
To better understand these conversations, Justin Racine, principal and associate vice president of commerce, attended Retail’s Big Show. He walked away with a clear message that he later shared in CMSWire. Below are several of his key takeaways.
A Return to Basics With Advanced Tools
Justin described NRF 2026 as a return to something retailers have always known. People want to feel understood, valued, and connected. While the industry has spent recent years racing toward automation and efficiency, the conversations at NRF signaled a shift back to the emotional core of retail. This time, the tools supporting that shift are more advanced than ever.
Across sessions and show floor discussions, leaders emphasized that technology is not replacing the human element. It is amplifying it. Retailers are using modern capabilities to create experiences that feel more personal and more intuitive. Innovation and empathy are beginning to work together rather than compete for attention.
Artificial Intelligence as an Intimacy Engine
One of Justin’s strongest observations was the reframing of artificial intelligence. Instead of viewing AI as a tool for automation alone, many speakers described it as a way to deepen relationships. AI can help associates anticipate needs, respond with greater accuracy, and create interactions that feel tailored and thoughtful.
This perspective marks a meaningful shift. Retailers are no longer asking how AI can replace tasks. They are asking how it can elevate people. When employees are empowered with better insights, they can deliver service that feels more human.
The Power of Physical and Emotional Proximity
Justin also noted a renewed focus on closeness. Brands are working to get physically closer to their customers through store design and layout choices that feel warm and intuitive. They are also striving for emotional closeness by building trust and demonstrating empathy in every interaction.
This emphasis on proximity is becoming a competitive advantage. When customers feel seen and understood, loyalty grows. NRF made it clear that the brands winning in 2026 will be those that invest in relationships as intentionally as they invest in technology.
Consumers Still Seek Joy
Even with economic uncertainty shaping buying behavior, Justin observed that consumers continue to seek moments of joy. They are willing to spend when an experience feels meaningful. Retailers are responding by creating moments that spark delight, whether through a warm conversation with a sales associate or a surprisingly relevant recommendation powered by AI.
A Future Built on People and Technology Working Together
Justin’s reflections on NRF 2026 paint a picture of an industry recalibrating. The future of retail is not defined by technology alone. It is defined by the way technology and humanity support one another. NRF reinforced that the strongest brands will be those that use innovation to elevate people and create experiences that feel authentic and personal.
Retail thrives when it stays close to its roots. NRF 2026 was a reminder that human connection remains the heart of the industry and that the path forward is one where people and technology move together with purpose.
To read Justin’s full article, head over to CMSWire.
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