At this year’s National Retail Federation (NRF 2026) show, one thing was clear: AI and automation are quickly moving from novelty to everyday tools for retailers. Across the show floor, vendors showcased polished, production-ready solutions designed to solve specific operational challenges, with capabilities that would have required custom development or major platform investments just a few years ago.
But as technology becomes more accessible, choosing the right solutions requires more discipline. Retailers must understand their needs, evaluate how new tools fit into existing operations, and look beyond the latest features to consider long-term support and vendor viability.
For Lee Dydo, CEO at DYDOMITE, LLC, the rapid evolution of AI and automation presents both an opportunity and a challenge.
“The pace of innovation is exciting and enables faster experimentation than ever before,” Dydo explains. “But as barriers to entry fall, success increasingly depends on discipline, critical evaluation, and clarity of intent rather than access to technology alone.”
Beyond the technology itself, NRF also offered a valuable reminder of what makes physical retail unique: the human experience.
Scot Plewacki of Darko sees an opportunity to apply the industry's growing focus on digital insights to the in-store environment.
“NRF is not a ‘playbook’ for our industry of physical retail customer experience programs,” Plewacki explains. While much of the show focused on AI, e-commerce, loyalty, and digital platforms, he sees valuable opportunities to apply those insights to physical retail.
“What always stands out to me is how different our role at Darko is within that landscape. While most retailers see mostly sales and foot-traffic data, the connected in-store platforms we build for brands unlock impression and engagement insights at the fixture level — data that largely doesn’t exist in physical retail today.”
That distinction is increasingly important as brands look for better ways to understand shopper behavior. While online platforms have long provided detailed performance metrics, connected in-store platforms can help brands better understand how shoppers interact with products and displays.
Plewacki also emphasizes the enduring value of the physical shopping experience, particularly as consumers continue to prioritize sensory engagement, trust, and human connection.
“Physical retail remains the largest driver of sales, and the moment of truth still happens in-store. That experience is human, and connected displays give brands a way to finally measure and improve it with the same rigor as digital.”
The takeaway from NRF: Retail's future isn't simply about adopting more technology. It's about choosing the right tools, understanding the customer, and connecting digital intelligence with meaningful in-store experiences. As AI and automation continue to evolve, the brands that stand out will be those that use technology not just to optimize operations, but to make every customer interaction more engaging, measurable, and effective.