NRF 2025 brought the diversity of the retail world into sharp focus—different products, people, and perspectives all converging into an event that felt as dynamic as the industry itself. For a technology company like Coveo, the diverse mix of vendors and attendees makes the event both challenging and exciting at the same time. Apart from the pandemic, I’ve attended NRF or haunted New York every January since 2010, but it was the first time I truly immersed myself on the show floor, engaging in genuine conversations with customers, partners, and even curious attendees who stopped by our booth. Every discussion underscored a single truth: retailers are ready for change, but they need the right tools to drive it.

One standout conversation was with an athletic lifestyle company who zeroed in on GenAI’s potential to transform how shoppers find products that fit lifestyle. The executive asked how GenAI could recommend the perfect running shoes, whether for jogging on urban sidewalks or trail running through the wilderness. But it wasn’t just about matching products. They were thinking long-term—building customer loyalty by encouraging repeat purchases tied to a lifestyle, like regular 5Ks or half-marathons. That’s the mindset that separates winning brands from those chasing one-off transactions. And it’s the opposite of the pure conversion-rate orientation of years past. To thrive, brands need to focus on the entire customer journey, delivering value at every touchpoint.