The 2026 edition of NRF Retail’s Big Show marked a definitive turn in global retail. Artificial intelligence is no longer a promise and has come to integrate, in a structural way, the operation and the purchase journey. This was the main diagnosis presented at the NRF Post Workshop 2026, promoted by TEC4U, which brought together experts in technology, data and and e-commerce to discuss the practical impacts of these transformations in Brazilian retail.
Throughout the meeting, it became clear that AI alone no longer represents a competitive advantage.The difference lies in the ability of companies to integrate channels, structure data and execute consistently before scaling more advanced automations.
“There is an inflated expectation that artificial intelligence solves structural problems alone.What we saw in NRF is the opposite. AI enhances what is already organized. Without integration, culture and execution, it only accelerates inefficiencies”, says Rodrigo Soares, partner at TEC4U.
Experience, community and the new role of the physical store
One of the central themes of the workshop was the transformation of the physical store into a space of experience, connection and belonging. Global examples presented showed how brands have invested in immersive environments to strengthen relationship, loyalty and community building, going beyond transactional logic.
According to Rodrigo Soares, the challenge is not to create inspiring experiences, but to sustain them in the day-to-day operation.“Technology, service and culture need to work in an integrated way. Otherwise, the experience does not remain in the” time, he highlights.
Agentic commerce and reducing friction in the buying journey
Another highlight was the advancement of agentic commerce, a model in which smart assistants begin to broker discoveries, recommendations and purchases. At the opening of this block, Konrad Doern, founder of Quick Purchase, explained that the launch of the Universal Commerce Protocol (UCP) by Google signals an attempt to create a universal language for AI-mediated transactions.
“The logic of the” agents is to reduce steps of the traditional journey.The fewer interfaces, the lower the friction and the higher the” conversion, Doern said.
Data presented at the event indicate that search behavior is already changing. Today, about 58% of consumers use AI tools to research products, although the completion of the purchase, in most cases, happens outside these environments.
The workshop also brought data on consumer cognitive overload.Research indicates that 78% of people feel overwhelmed by excess choices, which directly impacts the purchase decision.In this scenario, simplify flows, reduce unnecessary options and guide the consumer becomes strategic.
Conversation in place of discount
Following, Andre Nunes, Head of BU & AI Products of Quick Purchase, presented practical AI applications focused on conversion. According to him, between 70% and 80% of the carts open in Brazil are not finalized, and the main reason is not price, but doubt.
“The market has responded to cart abandonment with coupon for a long time. This erodes margin and weakens the brand.In many cases, the consumer only needs” guidance, he explained.
Tests presented at the workshop show that intelligent conversational interactions, capable of identifying objections and responding in real time, can double the cart recovery rate, in addition to increasing the average ticket, without resorting to discounts.
“The role of AI here is to talk, understand the doubt and solve. When this happens, the sale flows”, Nunes said.
Data, efficiency and execution at the heart of strategy
The event also reinforced that the most mature uses of AI today are in operation, such as bottleneck analysis, investment optimization, reading patterns in creatives and identifying payment or inventory failures. According to data presented, less than 1% of companies are actually prepared to use AI consistently, even among digital businesses.
“O retail has entered a new phase. The technology is already available. What differentiates those who advance from those who are left behind is the ability to structure data and execute well”, concludes Rodrigo Soares, partner at TEC4U.
