Image: NRF
Day One of NRF 2026: Retail’s Big Show had the theme for the three days of “The Next Now”, and as expected, the day was dominated by practical applications of AI and the evolving role of the retail frontline.
Here’s what you need to know from day one:
Key Highlights & Keynotes
The big news came from Google, which announced the launch of what it’s calling the Universal Commerce Protocol. The company wants UCP to become an industry standard that retailers use for their AI agents and systems across tasks like discovery, buying, and “post-purchase-support.” Google says the open-source protocol creates a unified system spanning the shopping experience, from searching to payment, so that retailers don’t have to build their own tools and connect the various functions. Today UCT, tomorrow Greenland.
Frontline AI Focus: A major theme was bridging the gap between high-tech AI and human-centric service. Workday announced how AI is being used by companies like Zaxby’s and Alterra Mountain Company to improve staffing efficiency and employee engagement.
Regulatory & Economic Outlook: NRF CEO Matthew Shay provided an optimistic outlook for 2026, citing positive macro impacts from recent tax reforms and interest rate cuts. He also detailed the NRF’s lobbying priorities, including federal AI regulation to avoid a “patchwork” of state laws.
The AI Stage: A new addition for 2026, this stage hosted deep dives into agentic AI, robotics, and emerging tech you never knew you wanted.
Major Announcements & Tech Showcases
Intelligent Product Cloud: Akeneo showcased its AI-powered Product Cloud, which helps brands like Karl Lagerfeld and Tiffany & Co. turn human and AI browsers into buyers through better data enrichment (at least, that’s what the press release said.
Sustainability & Waste: Retail leaders discussed large-scale shifts toward sustainability, including a nationwide rollout of reusable packaging to cut cardboard waste. It seems the US is slowly catching up.
Retail Media 2.0: Sessions focused on moving beyond digital ads to In-Store Retail Media Networks, leveraging physical store data for broader remarketing efforts like Connected TV (CTV).
Expo Floor & Innovations
Startup Hub & Innovator Showcase: The startup hub is always a good place to have a mooch about as it gives a glimpse into a possible future and it featured over 1,000 industry partners. The Innovators Showcase gave attendees first-hand looks at facial recognition, augmented reality, and machine learning tools, which doesn’t sound that innovative.
Foodservice Innovation Zone: This immersive area showcased the fusion of technology and food service, featuring real-world demonstrations of automation in food and beverage operations.
Speaker Highlights
Speaker highlights from day one included:
Kecia Steelman (Ulta Beauty) on customer experience.
Harley Finkelstein (Shopify) on the future of commerce.
Dennis Schröder (Snipes) and Hajir Hajji (Action) on international retail expansion.
As I write, day two is well underway, and I’ll bring more curated highlights from that tomorrow.