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NRF 2026 Signals the Rise of Agentic Retail: Five Key Trends Shaping CX, Loyalty, and Commerce

Publisher IDC
Published Feb 28, 2026
Length 7 Pages
SKU # IDC20921462

Description

This IDC Perspective discusses how NRF 2026 marked a pivotal shift for retail, moving from generative AI experimentation to the operationalization of agentic AI across customer experience, loyalty, and commerce. Intelligent agents are now central to retail operations, mediating discovery, decision-making, and transactions. Key trends include transaction-capable AI interfaces, embedded agentic capabilities, open protocols, and resilient infrastructure. Retailers face both opportunity and risk, as agentic retail promises greater personalization and efficiency but demands new operating models, governance, and data foundations. "Customer experience in retail is shifting from reactive engagement to agent-led orchestration, where AI not only assists shoppers but actively shapes discovery, search, payments, and post-purchase relationships across digital and store environments," said Ornella Urso, research director, IDC Retail Insights. "Retailers need to align strategic investments in data, inventory visibility, and interoperable platforms with operational changes in merchandising, store operations, and service workflows will convert agentic AI into higher conversion rates, improved margin performance, and deeper lifetime customer value."

Table of Contents

7 Pages

Executive snapshot

Key takeaways

Recommended actions

Situation overview

Trend 1: Retail is at an inflection point

Trend 2: Customer experience at the speed of AI

Trend 3: Loyalty asks for trust and brand authenticity

Trend 4: Commerce in the agentic era

Emerging vendors to watch

Trend 5: Data governance and infrastructure resilience as enablers

Advice for the technology buyer

Learn more

Related research

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