The NRF 2025: Retail’s Big Show took place from January 12 to 14 at the Jacob K. Javits Convention Center in New York City. The 115th edition of the world’s largest retail event brought together over 40,000 participants from around 100 countries, including retailers, suppliers, consultants, and academics. With the theme “Game Changer”, the event featured more than 175 sessions of lectures and panels, covering crucial topics such as artificial intelligence (AI), automation, sustainability, customer experience, and new business models. The Brazilian delegation was one of the largest international representations, standing out for the diversity of participating companies and executives from major brands like Magalu, Renner, and Boticário. Moreover, initiatives focused on innovation and ESG were widely discussed by Brazilian leaders, reflecting the dynamism and constant pursuit of new trends in the national market.
Key Speakers and Trends Highlighted
Among the programming highlights were:
John Furner, President and CEO of Walmart U.S., and Azita Martin, Vice President and General Manager of Retail & CPG at NVIDIA, who shared how artificial intelligence is transforming retail, bringing greater operational efficiency and personalized customer experiences.
Leaders from IKEA and LEGO, who discussed the evolution of physical retail to create immersive and memorable experiences, reinforcing the role of physical spaces as interactive destinations.
Jessica Tan, Co-CEO of Ping An Group, who highlighted how big data and AI are reshaping how companies understand and serve their consumers.
Jane Fraser, CEO of Citigroup, who addressed the importance of innovative and sustainable financial strategies to drive global retail growth.
Artificial intelligence was one of the most debated topics, positioned as an essential tool for the sector's future. Brands like Best Buy demonstrated how AI can be used to balance efficiency and human connection, emphasizing the importance of an ethical and transparent approach.
Technological Highlights and Innovations Presented
The NRF 2025 exhibition featured more than 1,000 exhibitors showcasing groundbreaking technological solutions. Among the innovations were:
Artificial Intelligence and Automation: Solutions that go beyond demand forecasting and inventory management, including advanced tools for predictive analysis, real-time optimization, and virtual assistants for customer service. Practical use cases were presented, such as algorithms that automatically adjust prices based on consumer behavior and systems that personalize recommendations on digital platforms. Additionally, companies like NVIDIA and Salesforce showcased innovations that integrate AI into the customer experience, promoting greater engagement and loyalty.
Robotics: Equipment and systems designed to make logistics more efficient and improve customer service. In the food service sector, robots attracted attention for their ability to automate processes such as food preparation, plate assembly, and delivery. Companies like Middleby and Kitchen Robotics presented solutions that enhance kitchen efficiency, reduce waste, and ensure consistent quality. Autonomous delivery robots were also showcased, designed to optimize logistics within restaurants and fast-food chains.
Augmented and Virtual Reality: Tools to create immersive shopping experiences in both physical and digital retail. Technologies allowing customers to visualize products in virtual environments before purchase stood out, such as furniture being placed in their spaces or clothes being virtually tried on. Additionally, platforms like Shopify presented integrated augmented reality solutions for e-commerce, while companies like Magic Leap demonstrated how virtual reality can transform store design and real-time product interaction.
Sustainability and ESG
Sustainability was also at the center of discussions. With consumers demanding more responsible practices, retail faces the challenge of aligning ESG (Ethics, Sustainability, and Governance) strategies with convenience and value. Companies like Patagonia and Unilever showcased practical examples of how to incorporate sustainability throughout the value chain, including the use of recyclable materials, optimization of logistics processes to reduce carbon emissions, and marketing campaigns that educate consumers about conscious choices. Additionally, innovative startups presented real-time carbon footprint monitoring solutions, enabling retailers to quickly adjust operations to meet environmental goals.
Insights on Physical Retail
Physical spaces continue to transform, now focusing on providing meaningful and memorable experiences. The integration of omnichannel was highlighted as essential for a seamless journey between digital and in-person interactions. Moreover, strategies involving design and technology to turn stores into interaction hubs were explored, including the use of augmented reality to personalize the shopping experience and digital integrations that allow a fluid transition between online and offline channels. These initiatives underscore the need to emotionally connect consumers to physical environments.
Comparison and Expectations for the Future
The NRF 2025 reinforced that the future of retail lies in the convergence of technology, sustainability, and customer experience. Compared to the 2024 edition, NRF 2025 brought a significant expansion in the focus on automation and robotics, particularly in the food service sector, with more advanced robots for specific tasks such as food preparation and internal logistics. Additionally, the theme of sustainability, which was already important in 2024, gained more depth in 2025 with practical solutions and real-time carbon footprint monitoring.
On the other hand, some innovations presented in 2024, such as omnichannel integrations and augmented reality technologies, evolved to become more accessible and integrated into daily retail operations, but did not represent a major breakthrough compared to the previous year. Meanwhile, artificial intelligence, although widely discussed in both editions, showed significant maturity in 2025, with more robust applications and ethically and transparently personalized insights.
The next edition, NRF 2026: Retail’s Big Show, is already scheduled to take place from January 11 to 13, 2026, again in New York City. It promises even more innovations and discussions that will continue shaping the sector's future.