Key Facts
- ✓ The National Retail Federation's 'Big Show' is one of the largest annual conferences in the retail industry, held this year in New York City.
- ✓ Over 5,000 brands were represented at the event, which ran from January 11 to January 13, 2026.
- ✓ Ralph Lauren launched a new AI-powered styling assistant called 'Ask Ralph,' developed in partnership with Microsoft.
- ✓ Gen Z consultants on a panel ranged in age from 17 to 24 and identified as part of 'The Z Suite,' a consumer-focused collective.
- ✓ Data indicates a demographic shift among young consumers away from fast fashion and toward secondhand marketplaces like Vinted and eBay.
The New York Pulse
The future of retail was on full display in New York City from January 11 to 13, as the National Retail Federation hosted its annual 'Big Show.' The 2026 event drew thousands of industry professionals to discuss the trends shaping commerce.
Artificial intelligence was the undeniable centerpiece of the conversation. From the expo floor to the main stage, the technology dominated discussions among attendees from over 5,000 participating brands.
Keynote speakers included some of the industry's most influential figures, such as Walmart's incoming CEO John Furner, Google CEO Sundar Pichai, and Fanatics CEO Michael Rubin, all of whom addressed the sector's rapid technological evolution.
The AI Takeover 🤖
Walking through the convention hall, the presence of artificial intelligence was inescapable. The terms AI and agentic appeared on nearly every other banner and booth, signaling a collective industry pivot toward automated solutions.
Major retailers are already making significant moves. Companies like Walmart and Lowe's have either developed their own AI shopping agents or formed partnerships with established platforms like Google's Gemini and OpenAI's ChatGPT.
The technology on display was not limited to software. The floor featured tangible demonstrations of the future, including:
- Humanoid robots greeting attendees
- Digital drive-thru menus powered by AI
- Interactive styling assistants
Despite the excitement, these efforts are still in their early stages, representing the beginning of a long-term transformation rather than an overnight shift.
"It's like having Ralph Lauren in your pocket."
— David Lauren, Chief Branding and Innovation Officer, Ralph Lauren
The Human Touch
Amidst the technological fanfare, a counter-narrative emerged focused on preserving the core of retail. CEOs, including Fran Horowitz of Abercrombie & Fitch, advised young founders to keep business fundamentals top of mind while embracing new tools.
Improving customer service remains the primary driver for many AI initiatives. This was exemplified by Ralph Lauren's presentation on its partnership with Microsoft.
The collaboration produced 'Ask Ralph,' a chatbot designed to function as a personal styling assistant. It uses Microsoft's AI to suggest clothing based on specific prompts, such as the occasion a customer is dressing for.
"It's like having Ralph Lauren in your pocket."
David Lauren, the brand's chief branding and innovation officer, described the tool as a way to bring the personal touch of a store associate directly to the consumer's device.
The Gen Z Perspective
While AI excels at convenience, a panel of Gen Z consultants revealed that their generation prioritizes quality and authenticity above all else. Members of 'The Z Suite,' a collective ranging in age from 17 to 24, offered a nuanced view of the modern shopping experience.
They view AI as a useful starting point for discovery, but not the final destination. The tactile experience of shopping remains irreplaceable, with one panelist noting there is no replicating the feeling of trying on the perfect dress in person.
Young consumers are willing to put in the work to find the right items. This includes:
- Scouring platforms like Reddit for genuine reviews
- Verifying claims beyond influencer marketing
- Seeking human assistance for high-stakes purchases
As buyer Olivia Meyer explained, while they may not want to call a service line, they demand to speak with a human when their money is on the line.
The Demand for Truth
Transparency emerged as a critical value for younger shoppers. The panel, which included professionals from Calvin Klein and True Religion, stated they want brands to be honest about their use of AI.
Regarding the use of AI-generated models in advertising, the group was clear: Gen Z does not object to the technology itself, but they demand the truth about what they are buying.
This desire for authenticity is driving a shift away from fast fashion. Data indicates this demographic is increasingly turning to secondhand marketplaces like Vinted and eBay to ensure they get their money's worth.
True Religion's Chief Marketing Officer Kristen D'Arcy, who moderated the panel, noted that this scrutiny is making shoppers more discerning. In response, her brand focuses on value-aligned partnerships, such as collaborations with artists like Megan Thee Stallion, to build genuine trust.
The 2026 Outlook
The three-day conference provided a clear vision for the retail landscape of 2026 and beyond. It is a world where AI is deeply integrated into daily operations, from marketing to customer interaction.
However, the loudest trend is not necessarily the most important one. The insights from industry leaders and young consumers alike suggest that technology must serve the shopper, not the other way around.
Brands that succeed will likely be those that balance cutting-edge efficiency with the timeless elements of retail: trust, quality, and a genuine connection to their customer base.
The path forward is not about replacing the human element, but enhancing it with tools that make the shopping experience better, more personal, and more transparent.
