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NRF 2025: AI Agents, Social Commerce & The Future of Retail

📍New York, USA

The NRF 2025 Big Show just wrapped in New York, and if there’s one thing that stood out, it’s that AI is no longer just a tool—it’s becoming an independent agent. OpenAI’s latest advancements have accelerated this shift, and now, brands must think beyond traditional AI-powered chatbots and develop strategies for Direct-to-AI Agent commerce. The way customers search for products, make decisions, and interact with brands is evolving faster than ever.

Beyond AI, another major highlight from NRF was the rapid growth of Social Commerce. With 53% of Gen Z already making purchases through social platforms, the shopping experience is shifting away from Google searches and into AI-powered recommendations, influencer-driven trends, and live shopping. Capgemini predicts that by 2030, every touchpoint will have a shopping component, reinforcing the need for brands to adapt.

RFID technology also took center stage at the event, marking 2025 as the year it finally goes mainstream. Leading brands like Levi’s, and Lululemon have already integrated RFID into their supply chains, improving inventory accuracy and making unified commerce experiences seamless and it was all possible thanks to Nedap. Meanwhile, sustainability remains a missing piece in U.S. retail strategy, despite data showing that 67% of consumers have switched brands due to sustainability concerns.

As the industry moves forward, one thing is clear: consumers are looking for more than just products—they want belonging. The rise of offline communities, the shift toward experiential retail, and the demand for human connection in a digital world will shape the next decade of retail and there’s only one tech company that can help you with that, and it’s New Black. NRF 2025 showed us the future, and it’s up to brands to evolve or get left behind.

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Emily Ketchen, SVP and CMO of Lenovo’s Intelligent Devices Group and International Markets, is leading marketing at one of the world’s largest technology companies during a moment of profound transformation.

Emily Ketchen, SVP and CMO of Lenovo’s Intelligent Devices Group and International Markets, is leading marketing at one of the world’s largest technology companies during a moment of profound transformation.

Interview

Emily Ketchen, SVP and CMO of Lenovo’s Intelligent Devices Group and International Markets, is leading marketing at one of the world’s largest technology companies during a moment of profound transformation.

Inside Lenovo’s Global Marketing Transformation with CMO Emily Ketchen

Emily Ketchen, SVP and CMO of Lenovo’s Intelligent Devices Group and International Markets, is leading marketing at one of the world’s largest technology companies during a moment of profound transformation.

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Rene Federico, Head of Marketing at Primark US, shared how the company is building awareness, expanding its store footprint, and adapting a globally loved brand to one of the most competitive retail markets in the world.

Interview

Rene Federico, Head of Marketing at Primark US, shared how the company is building awareness, expanding its store footprint, and adapting a globally loved brand to one of the most competitive retail markets in the world.

Building Primark in the US: Awareness, Experience, and Expansion

Rene Federico, Head of Marketing at Primark US, shared how the company is building awareness, expanding its store footprint, and adapting a globally loved brand to one of the most competitive retail markets in the world.

Interview

Coterie: When Product, Brand, and Experience Align

A key theme behind Coterie’s success is the power of messaging. While many brands focus heavily on channels, Ankur emphasizes that growth begins with clearly communicating the value you create.

A key theme behind Coterie’s success is the power of messaging. While many brands focus heavily on channels, Ankur emphasizes that growth begins with clearly communicating the value you create.

Interview

A key theme behind Coterie’s success is the power of messaging. While many brands focus heavily on channels, Ankur emphasizes that growth begins with clearly communicating the value you create.

Coterie: When Product, Brand, and Experience Align

A key theme behind Coterie’s success is the power of messaging. While many brands focus heavily on channels, Ankur emphasizes that growth begins with clearly communicating the value you create.

Interview

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Under Ryan Holm's leadership, the 111-year-old jewelry retailer has invested in technology that removes administrative burden while protecting human connection.

Interview

Under Ryan Holm's leadership, the 111-year-old jewelry retailer has invested in technology that removes administrative burden while protecting human connection.

How Helzberg Uses Technology to Remove Frontline Burden

Under Ryan Holm's leadership, the 111-year-old jewelry retailer has invested in technology that removes administrative burden while protecting human connection.

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Growth has not come from nostalgia alone. Under Satanas’ leadership, HANRO USA invested in modern acquisition channels while playing the long game on brand building. Paid social laid the foundation, but streaming ads delivered a breakthrough moment.

Growth has not come from nostalgia alone. Under Satanas’ leadership, HANRO USA invested in modern acquisition channels while playing the long game on brand building. Paid social laid the foundation, but streaming ads delivered a breakthrough moment.

Interview

Growth has not come from nostalgia alone. Under Satanas’ leadership, HANRO USA invested in modern acquisition channels while playing the long game on brand building. Paid social laid the foundation, but streaming ads delivered a breakthrough moment.

How HANRO US Used Streaming Ads and Clienteling to Accelerate Growth

Growth has not come from nostalgia alone. Under Satanas’ leadership, HANRO USA invested in modern acquisition channels while playing the long game on brand building. Paid social laid the foundation, but streaming ads delivered a breakthrough moment.

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