The National Retail Federation’s 2025 Big Show (NRF 2025) brought together thousands of retail leaders, innovators, and visionaries to discuss the future of the industry. This year’s event emphasized artificial intelligence, retail media networks, sustainability, and the evolving in-store experience. Below, we’ve compiled the most notable trends and insights shared by industry experts and retail executives over three days of game-changing discussions and showcases.
AI emerged as the undisputed centerpiece at NRF 2025, as leaders underscored its transformative potential across the retail value chain. Nvidia’s Azita Martin predicted, “Supply chain, more than anywhere in retail in my opinion, is going to benefit the most from AI." The breadth of AI’s applications, ranging from supply chain optimization to hyper-personalization at scale, dominated panel discussions.
Walmart, in particular, demonstrated its own AI advancements, showcasing how AI-integrated digital twins are delivering daily operational and inventory insights across its 1,700 stores. “Inventory is the asset that can make a customer experience fantastic, or it can hurt it due to mismanagement or a static supply chain that cannot dynamically respond or move inventory,” John Furner, President and CEO of Walmart U.S. explained in a panel. “This [AI] technology is going to change the way we all manage our inventory.”
Other industry leaders emphasized that embracing AI is no longer optional—retail businesses need to embed AI into their core strategies to compete in the modern era. However, privacy concerns still remain an uphill battle. Macy’s CEO Tony Spring stressed the critical role of responsible data management in building long-term consumer trust. “A decade ago [there was] a tug of war between privacy and personalization,” Spring noted during a session. “And the tug of war is still going on. The reality is, we own the responsibility with the relationship…We have to be better caretakers of information.”
As generative AI becomes mainstream, personalization capabilities are expected to hit unprecedented scales, allowing retailers to predict customer behavior and engage more meaningfully.
Retail media networks (RMNs) continue to steal the spotlight as highly profitable models for retailers. By leveraging digital advertising opportunities at the point of purchase, RMNs are redefining customer engagement and driving significant revenues for retailers like Walmart and Amazon. In fact, Walmart’s Retail Media Network now accounts for a jaw-dropping 30% of its profits, positioning it as a leader among retail advertisers.
Speakers at NRF emphasized RMNs as an essential strategy for creating new retail ecosystems and monetizing first-party data. This shift enables retailers to deliver tailored advertising experiences while diversifying revenue streams and competing effectively on the global stage.
With inflation, looming tariff discussions, and supply chain disruptions affecting retailer margins, retail media offers an opportunity to boost profitability for retailers. And while retailers need retail media dollars to offset [generally] low margins, they need more than just ad revenue — they need tools that enhance data collaboration across internal teams and maximize their existing technology investments to be even more efficient. Kevel delivers that for retailers with our API-first platform that can integrate at various levels of the retail org chart, supporting ad serving, audience data, forecasting, product catalogs, attribution, campaign management, billing, and more – ultimately leading to more holistic outcomes for our customers.
Ben Guez, Strategic Account Executive, Kevel
Sustainability discussions took center stage as retailers acknowledged its growing importance to both consumers and regulators. Beyond recycling, the conversation is shifting to encompass resale and reuse strategies, which have proven to be more cost-effective and practical. Many U.S. retailers, however, trail their European counterparts in implementing broad sustainability initiatives.
Furner and other retail leaders called for scalable, efficient solutions to address new regulations being implemented across states like California. Beyond policy compliance, the push for sustainability can align brands with consumer values and foster trust through social responsibility. Agata Ramallo Garcia, Target’s VP of Enterprise Sustainability, underscored the opportunity to connect sustainability efforts with customer priorities like affordability and convenience. For instance, Target’s car seat trade-in program has recycled 3M+ car seats (amounting to 45M pounds of materials). “Solutions like this resonate with guests while bringing materials back into the supply chain and driving long-term business value,” Garcia explained.
Omni-channel. E-commerce. In-store. Unified commerce is the new catch-all that binds all these elements into one seamless experience. Executives at NRF 2025 called for a shift away from traditional buzzwords to focus on the most important outcomes: effortless shopping journeys that satisfy modern, savvy consumers.
PacSun and other retailers showcased their advancements in this area, delivering a cohesive customer journey across digital and in-store touchpoints. As Shirley Gao, PacSun's retail lead, put it, offering "personalized and frictionless selling experiences" will define the future of retail. No matter where a sale originates—online or offline—it’s time to redefine shopping as a holistic, boundary-less experience.
For those who doubt the relevance of brick-and-mortar retail, NRF 2025 proved otherwise—physical stores are alive and thriving, thanks in large part to technology. From AI-enabled smart carts to augmented reality experiences, tech-infused stores are reshaping how people shop. Executives from Ikea, Sephora, and Foot Locker shared how tactile experiences, human engagement, and convenience are drawing shoppers back to physical locations.
Stores are no longer viewed as simple points of purchase. Javier Quiñones, CEO of Ikea U.S., described stores as "inspiration hubs" that heighten customer engagement and loyalty. Moreover, in the age of retail media networks, physical stores have even emerged as marketing channels to showcase brands in an immersive environment.
The pandemic taught retailers the importance of agility in supply chain management. Today, AI, automation, and digital twins are ushering in a new era of supply chain resilience, allowing companies to adapt quickly to unforeseen disruptions. Lowe’s exemplifies this shift, using AI-driven simulations to optimize warehouse layouts and freight systems.
Karen Jones of NextGen Logistics summed it up succinctly: "A resilient supply chain isn’t just about survival; it’s about thriving in uncertainty.” To remain competitive, retailers must build flexible and reliable systems while creating contingency plans for a dynamic global landscape.
NRF 2025 underscored one resounding message: the retail industry must remain dynamic, customer-first, and tech-enabled to thrive. From AI-driven personalization and RMNs to unified commerce and sustainable practices, the paths to success are clearer than ever. The retailers who adapt quickly and embrace these transformative strategies will lead the way in shaping the future of commerce.
Whether you’re in the business of retail or partnering with retailers, the insights from NRF 2025 should serve as a roadmap for innovation, growth, and customer-centricity in the years to come.
