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Have you ever felt that "tomorrow" arrived sooner than expected? At the opening of NRF 2026, it became clear that retail has entered a new phase. After years of uncertainty and global bottlenecks, the industry has proven to be a stabilizing force in people's lives. But the main concept of this edition was, without a doubt, Next Now .
The message is clear: transformation doesn't wait for perfect services or ideal scenarios. The next chapter of retail is already being written now, and those who don't actively participate in this construction risk being left behind.
In this article, we explore the pillars that dominated this year's Big Show and how Skyone is helping companies transform the "now" into a competitive advantage.
1. AI has gone from being a "trend" to becoming the engine of retail
We stopped talking about Artificial Intelligence as something futuristic and started treating it as the electricity of the operation. At NRF 2026, AI ceased to be an accessory and became the strategic foundation of the sector.
Winning retailers today are essentially technology companies that deliver physical products. It's no longer just about chatbots, but about Agency AI: models capable of predicting, deciding, and acting autonomously.
“At NRF, it became very clear that AI is already directly impacting consumer behavior. What we saw were practical applications of artificial intelligence, automation, and data being used to truly improve the lives of those at the end of the line: the customer. It's not about trends, it's about execution.” — Felipe Wasserman, Marketing and Growth Director at Skyone
Why is this vital for Brazil? With high capital costs, stagnant inventory translates into direct losses. AI comes in to transform raw data into intelligent inventory, reducing waste and increasing the speed of response to customer demand in real time. This movement became evident throughout NRF 2026, where artificial intelligence went from being just talk to becoming the concrete basis of the retail experience.
“Experiencing NRF 2026 was truly immersing myself in the global digital innovation ecosystem. Artificial intelligence, automation, and data analytics no longer appear as promises, but as real pillars of the customer experience. The connections made and the lessons learned from global leaders reinforce that the retail of the future needs to be, at the same time, technological, sustainable, and profoundly human.” — Luiz Carlos, Sales Director at Skyone
2. Data Anatomy: Where the Magic Happens
If AI is the engine, then data is the cells of that organism. However, raw, unrefined data is just noise. The concept of Data Anatomy shows that real value only emerges when data is organized, integrated, and ready for strategic use.
Innovation stalls when data is scattered across silos. For AI to function fully, clear governance is necessary, which we call Artificial Intelligence Governance. Without integration, agility is lost in technical complexity.
3. Retail with soul: the art of irrational connection
Despite technological advancements, NRF 2026 landed on a concept that no algorithm can (yet) replicate: authenticity.
Big names like Ryan Reynolds have highlighted that building beloved brands requires vulnerability and what he calls "micro-authenticity." In retail, customers seek comfort, community, and identity. If you make your customer feel seen, loyalty stops being about price and becomes about belonging.
4. The rebirth of physical space: from luxury to daily ritual
New York showed that the physical store is not dead; it has transformed into an experience, a pause, and a ritual.
- Luxury retail: giants like Dior and Chanel have redefined the act of shopping, transforming stores into immersive museums and exclusive spas.
- Inclusivity: brands like SKIMS have elevated design with purpose, celebrating all skin tones and body shapes at the heart of retail architecture.
- Retail without pressure: time is the new luxury. Flagship stores that offer refuge and respite from urban chaos are setting the pace.
5. Marketplace: curation and strategic agility
The debate surrounding marketplaces has revealed that this model has gone from being a digital "add-on" to becoming the heart of brand authority. Companies like Target and Nordstrom use marketplaces to quickly test trends without the financial risk of their own inventory.
It's the "Spotify-ification" of retail: a vast catalog, but with technological curation that puts the right product in front of the customer at the ideal moment.
Conclusion: technology applied to the human journey
NRF 2026 consolidated the definitive transition from "technology for technology's sake" to technology applied to the human journey. In the chess game of modern retail, the best move is the one that combines the intelligence of data with the sensitivity of human experience.
“Being at NRF representing Skyone was like experiencing the future of retail firsthand. We absorbed global trends, exchanged ideas with leaders from around the world, and, most importantly, transformed knowledge into concrete actions for our clients. This reinforces our commitment to innovation, excellence, and real business results.” — Bruno Coelho, Commercial Director of Skyone
For us at Skyone, returning from the event means making an even stronger commitment to the market: transforming data into decisions and technology into experiences that truly move the needle in business.
Want to delve deeper into these insights and discover how to apply them to your operation?
We've prepared a comprehensive guide covering the trends, success stories, and innovation roadmap that dominated NRF 2026.
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