During NRF 2025, the world’s largest retail industry event held from January 12 to 14 at the Jacob K. Javits Convention Center in New York, Zebra Technologies showcased its latest innovations in artificial intelligence and new products aimed at the retail sector. At its event space, the company highlighted how its technology is transforming the concept of modern stores through the initiative The Modern Store powered by AI, which demonstrates how AI is revolutionizing retail operations.
Among Zebra’s highlights is the launch of an AI tools suite for mobile computing, which includes software development kits (SDKs) for data capture with integrated AI and solution accelerators optimized for select Zebra Android mobile devices. This package simplifies AI app development by enabling customers, developers, and independent software vendors (ISVs) to easily integrate cutting-edge AI capabilities into their mobile apps.
These AI features aim to enable frontline workers to effortlessly, accurately, and quickly capture workflow context and integrate it directly into Zebra Companion, a new comprehensive suite of AI agents specifically designed to empower retail workers. This multimodal generative artificial intelligence (GenAI) solution is being developed in collaboration with select industry customers to enhance productivity and elevate the consumer experience.
Zebra Companion, which will be available in the U.S. starting in Q2 2025, initially for participants in the early access pilot program, is an innovative solution that gives workers instant access to critical information and troubleshooting support, optimizing both routine tasks and those arising from unexpected events. With a focus on ethical practices and data privacy, Zebra ensures that AI use is safe and responsible. The suite includes tools such as:
- Knowledge Agent: Allows simple, conversational interactions with support and operational manuals (SOPs), helping workers quickly onboard and find the right information at the right time.
- Sales Agent: Provides support for answering product questions, checking real-time availability and pricing, and suggesting cross-sells and add-ons, helping employees deliver more personalized customer service.
- Device Agent: Ensures optimal use and maintenance of Zebra equipment, quickly resolving issues and integrating data contextually, reducing downtime and keeping retail operations running smoothly.
- Merchandising Agent: Uses advanced image recognition technology to monitor shelves and identify issues like stock gaps, misplaced items, incorrect pricing, and inaccurate signage, ensuring more efficient merchandising operations.
“For years, we’ve incorporated AI into our products, elevating outcomes for our customers and partners. Our solutions are shaping the future of frontline operations and creating new ways to work. We’re proud to collaborate with our extensive partner and customer community to enhance our AI and GenAI capabilities to automate workflows, simplify processes, and boost efficiency,” explains Vanderlei Ferreira, CEO of Zebra Technologies in Brazil.
According to Zebra’s 17th Annual Global Shopper Study, 72% of shoppers reported dissatisfaction with the lack of assistance from store employees. Meanwhile, nearly 90% of employees believe they could deliver a much better customer experience if equipped with mobile technology tools for real-time communication and task prioritization. This scenario underscores the importance of technologies that empower frontline workers, with AI-driven solutions optimizing workflows and decision-making. Beyond the Mobile Computing AI Suite and Zebra Companion, Zebra introduced several other solutions aimed at transforming retail operations, including:
- Radio Frequency Identification (RFID) Solutions: This technology uses radio waves to uniquely identify and track objects, enabling the capture of hundreds of items at once. Over the next three years, 41% of retailers plan to use RFID tags and readers to prevent theft and improve inventory management.
- Zebra MC3400 and MC3450 Mobile Computers: Available in two form factors, these devices are ideal for retail, assisting with shelf restocking, backroom inventory management, and speeding up e-commerce orders.
- Self-Checkout Solutions: Equipped with Zebra scanners and tablets, these solutions let customers complete payments quickly and conveniently, reducing queues and making checkout far more efficient.
- Zebra EM45 RFID Enterprise Mobile: A compact, smartphone-like device combining precise RFID reading and mobile computing. With an AI-ready platform, the EM45 delivers a modern, secure experience, enabling workers to monitor inventory, assist colleagues or customers, and manage operations right from their pocket—no multiple devices needed. Currently available in North America.
- Zebra Kiosk Systems: Highly flexible and modular, these systems can be configured for various functions like self-service, loyalty registration, returns, or customer check-in. Add-on peripherals let retailers create new revenue opportunities while enhancing consumer experience.
Two retail giants, Rack Room Shoes and Target, took the stage at NRF’s conference as part of the event agenda to share how Zebra’s solutions drove their digital transformations and redefined their operations, highlighting the real-world impact of innovative technologies on daily retail operations.
