In retail’s AI transformation, smart strategies (not speed or spending) will define the winners

In a keynote session kicking off the National Retail Federation’s annual 'Big Show', Fanatics founder Michael Rubin told the story of how the relentless pursuit of innovation turned a small e-commerce platform into a multi-billion-dollar enterprise. But if delegates to NRF 2026 started the show with a clear picture of how disruptors generate success in retail, many will have left the three-day event with their heads spinning. With hundreds of solutions and technologies on display, they could be forgiven for wondering how to wade through the hype to harness the biggest disruptor of them all - artificial intelligence.

The temptation is to rush in and get ahead of the game. This should be avoided. Solutions may promise to solve every forecasting, planning, and logistical problem in the retail supply chain. But AI-driven transformation starts long before buying the software.

Of course, there’s nothing new about the use of AI ...