ANRF 2025: O Grande Evento do Varejo, largest retail event in the world, held from January 12 to 14 at Jacob K. Javits Convention Centre, in New York, brought to light the main trends and technological innovations that are shaping the future of the sector. With the participation of more than 6.200 brands from around the world, the event provided three days of learning, collaboration and discoveries in the retail sector, exposing news 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 ongoing assistance to customers
Claudio Jr., founder and CEO of Riverdata, startup that develops artificial intelligence for retail aiming to increase productivity and reduce operational losses in stores, reinforces 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 gained even more strength, this is fundamental. The NRF 2025 was proof of that.The giants of the sector, like Amazon, Target, Walmart and Sephora, they are already adapting and soon the transformations will need to be faced by everyone, affirms
The convergence between the digital and physical worlds was also one of the biggest trends identified, showing how brands are seamlessly integrating the two worlds to create fluid and interactive experiences – preferences for 61% of Brazilians, according to Zendex – that 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 – hybrid experiences are emerging as increasingly tangible possibilities.
Still within the scope of the innovations provided by AI, other discussed aspects indicated another significant trendthe customer and their satisfaction, more than ever, are a non-negotiable priority. Smart carts, grab-and-go cabinets, in free translation, 3D body scanning, personalization of service through AI 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 tovisual merchandisingdynamic can increase sales by up to 15%, corroborating the consolidation of the idea that a good customer experience is a relevant competitive and commercial differentiator. "The concept of customer at the center was once a competitive advantage", today is a matter of survival. Retail companies that do not pay attention to this can expect problems in the future, says the founder.
However, besides news, the NFR 2025 also addressed challenges and limitations of AI. The inclusion of AI in day-to-day operations is not easy, it's 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, the training of teams and the adaptation of physical spaces are challenging processes for various companies, since they require investment and organization, but the return of such a transition is promising.
