Moving the Goalposts: NRF 2025 Introduces Change

This IDC Perspective reviews the National Retail Federation's (NRF's) Big Show and Expo 2025, looking at the rapid changes and introduction of AI/ML and generative AI and how they play a part in retail technology and experience. The synopsis of the event is in line with the most important factors that retailers were considering whether they were in operations, technology, or experiences. At the end of a stellar year in retail sales and an amazingly consistent run in the past decade of retail growth, the event highlights the introduction of new technology that has been taking the industry by storm. The challenge for retailers remains on how this translates into real value and what steps are needed to move out of POC purgatory to more substantive value in retail businesses.Ananda Chakravarty, vice president, IDC Retail Insights' Retail Merchandising and Marketing Analytics Strategies practice, suggests, "The business must always be the focal point. AI and all the tech that comes with it are tools to support the business and associates bringing the business to customers." Chakravarty goes on to say, "The technology focus can quickly overtake the business focus - at which time, recovery becomes more than just a challenge. Keep your eyes on the prize."