Jon Beck, CEO, Columbus Consulting
Move Over Consumer Data, Product Data Is the New Retail Priority.
According to AI itself, agentic AI is defined as: Autonomous artificial intelligence systems that can independently set goals, plan, reason and take actions to achieve objectives with minimal human intervention, going beyond simple command-response models by interacting with tools and the environment. These systems use large language models (LLMs) and other AI components to understand complex tasks, break them into sub-tasks, use external tools and adapt their strategies.
NRF 2026 marked the emergence of the new AI Native Consumer. Future shoppers are being born into a world woven with artificial intelligence and, much like the digitally native consumers who grew up with screens and ecommerce, the new AI Native generation is growing up with conversational commerce--a new way to engage with technology using language over key words and search. The topic overwhelmingly dominated The Big Show in NYC this Winter.
Agentic AI Takes Center Stage at NRF 2026 And Retailers Are Shifting Their Focus to Accommodate LLM And Conversational Commerce.
In the era of agentic AI, product data is no longer back-office infrastructure — it is the frontline of retail growth.
Indeed, while AI has been part of the conversation for the last few years, the industry has turned a corner and is applying the technology to not only build operational efficiencies but to enhance customer experience. The key defining moment of the show was the simple fact that while data remains king, product data is taking center stage over consumer data in order to fuel large language models. This is a fundamental shift from utilizing key words such as yellow, sweater, cotton to conversing with an AI agent saying: “I need an outfit to wear to a Sunday business brunch.” Of course, the agent would know your color preferences, the geography/weather you live in and what is appropriate for a day casual professional encounter.
According to Columbus Consulting’s Managing Partner, Alain Krakirian, “with over 60% of online searches now leading with an AI overview, large language models are playing critical new roles in elevating product visibility.”
Tired of hearing about AI? Don’t be. As the industry enters its next stage of transformation, brands are, more than ever, focused on maintaining their uniqueness. New search methods may make finding a product or service easier and faster but brands are committed to not becoming a commodity along the way. Brands are looking for new ways to elevate their persona to drive intention vs default. Hence the continued drive to evolve brick and mortar and the physical/human experience. In fact, the more technology plays a role in shopping, the more consumers will seek personal engagement. And, much like transformative eras of the past, retail will emerge bigger and better.
MAR 2025
