AI Takes the Reins at Retail: Holograms, Smart Ads, and the Data-Driven Storefront

At NRF 2026 in New York, retailers showcased AI-powered tools—from holographic brand ambassadors to AI-driven discounts and shopper analytics—arguing that AI will touch every step of shopping. Google unveiled the Universal Commerce Protocol to let AI agents interface with retailers, while experiences ranged from high-tech demos to Equapack’s tactile packaging, highlighting a tension between hype and tangible customer experience. Privacy concerns loom as in-store data collection and tracking become more pervasive, even as some brands push back with more human-centered packaging.