NRF 2026: Retail Bets on "Physical AI" in Stores

On January 13, 2026, NRF 2026 (Retail’s Big Show) concluded in New York. The main theme of the event was the return of technology to physical stores. Advertima and other vendors presented solutions turning store shelves into media platforms: Computer Vision analyzes who is looking at a product and instantly adapts content on screens.

Key insight from the show: the boundaries between online and offline commerce are blurring completely. Now your loyalty profile is recognized at the entrance, and a smart cart suggests products based on your web purchase history. Ryan Reynolds, speaking at the opening, noted that technology should bring the "magic" back to shopping, not just optimize logistics.

Source: NRF 2026