A NRF 2025: Retail’s Big Show, the world's largest retail event, held from January 12 to 14 at the Jacob K. Javits Convention Center in New York City, highlighted the main trends and technological innovations shaping the future of the sector. With the participation of over 6,200 brands from around the world, the event provided three days of learning, collaboration, and discoveries in the retail sector, showcasing innovations that should be on the radar of Brazilian stores.
One of the main highlights of the fair was Artificial Intelligence (AI) and its impact on retail. With the support of computer vision and smart cameras, the tool is being used to enhance personalized recommendations, optimize processes, increase security, and provide continuous assistance to customers.
Claudio Jr., Founder and CEO of RiverdataStartup developing artificial intelligence for retail aimed at increasing productivity and reducing operational losses in stores emphasizes the importance of AI in the sector in light of what was presented at the event. "Artificial intelligence is revolutionizing by enabling companies to offer personalized and efficient experiences to customers. In a post-pandemic context, where physical stores have gained even more strength, this is essential. NRF 2025 was proof of that. Industry giants like Amazon, Target, Walmart, and Sephora are already adapting, and soon these transformations will need to be faced by everyone," he says.
The convergence between the digital and physical worlds was also one of the biggest trends identified, showing how brands are seamlessly integrating both worlds to create smooth and interactive experiences – preferred by 61% of Brazilians, according to Zendex – which increase personalization and customer satisfaction. In this context, digital twins to simulate physical stores, virtual fitting rooms – or even smart mirrors, according to a study presented by Sephora – and hybrid experiences are emerging as increasingly tangible possibilities.
Still within the scope of innovations provided by AI, other aspects discussed indicated another significant trend:the customer and their satisfaction, more than ever,are a non-negotiable priority. Smart carts, grab-and-go lockers, 3D body scanning, AI-powered personalization of customer service, and automated checkout are just some of the changes that leading retail companies are implementing in their operations.
According to a study presented by Macy's, AI applied to visual merchandising Dynamic can increase sales by up to 15%, corroborating the idea that a good customer experience is a relevant competitive and commercial differentiator. "The concept of putting the customer at the center was once a competitive advantage; today, it is a matter of survival. Retail companies that do not pay attention to this can expect problems in the future," says the founder.
However, beyond new features, NFR 2025 also addressed challenges and limitations of AI. "The inclusion of AI in daily operations is not easy, but it is worth it. The trends presented at the event should not be seen as threats, but as opportunities to optimize businesses and stand out," adds Claudio Jr. With the emergence of disruptive technologies, the integration of existing data, team training, and the adaptation of physical spaces are challenging processes for many companies, as they require investment and organization, but the return on such a transition is promising.
