Amazon is enhancing its $50 wearable AI device, acquired from startup Bee, to be more proactive and focus on being an "ambient AI" tool, even though it lacks a camera. The device, which records and transcribes user activities to create to-do lists, emphasizes privacy by processing and deleting audio in real-time, and despite past challenges with wearables, Amazon plans a significant revamp, integrating features like email drafting and calendar management. Amazon's acquisition aims to innovate in the AI wearable space, with Bee's team continuing to drive development.

Discover 2026's retail landscape in a 45-minute webinar by UiPath. Gain post-NRF insights from the show and from Debenhams Group CEO Dan Finley's roundtable, plus see a live Agentic AI pricing demo tailored for retailers—covering trends, smart pricing, and efficient operations.

REI is focusing on human employees as a key differentiator amid the rise of AI in retail, CEO Mary Beth Laughton said during a session at Retail's Big Show. The retailer's "green vest" associates serve as trusted guides for customers, offering services such as backpack fittings and sharing outdoor experiences, Laughton says. REI is expanding its role into the digital space by featuring employee testimonials and videos online, resulting in higher customer engagement and conversion rates.

Executives from Home Depot, Wayfair and PayPal discussed the potential of agentic AI to transform the customer experience during a panel at NRF 2026: Retail's Big Show. Home Depot is testing agentic AI through tools such as Magic Apron, while Wayfair is focusing on learning with consumers. Both companies acknowledge the need for a gradual rollout, as trust in AI remains a significant factor for consumers.

Direct-to-consumer brands such as Vuori, Away and Rothy's have had to shift from a digital-first approach to an omnichannel model in response to changes in consumer behavior and increased competition. Attendees at NRF 2026: Retail's Big Show said that brands must prioritize core values, diversify marketing strategies and adapt to new commerce channels such as AI assistants and TikTok Shop to stay relevant. "It's more complicated to build diverse brands through stores, wholesale and all these touch points," said Dayna Quanbeck, president of Rothy's.

JD Sports Fashion has partnered with Commercetools to enable one-click purchases through AI platforms such as Microsoft Copilot, Google Gemini and OpenAI's ChatGPT, starting in the US. This initiative, using the Agentic Commerce Suite, is designed to streamline the shopping experience by connecting AI-driven search directly to secure checkout and payments.

AI agents are rapidly advancing in the retail sector, shifting from basic chatbots and virtual assistants to sophisticated systems capable of making autonomous, multi-step business decisions. At NRF 2026: Retail's Big Show, tech giants like Google showcased new AI-powered tools that can manage tasks such as pricing, employee scheduling and supply chain optimization. These intelligent agents are also enhancing the customer experience by providing personalized shopping assistance and handling complex queries through voice, text, or images.

Generation Z is navigating a world transformed by AI, which brings opportunities and challenges, writes Chelsea Dynes, a senior strategist at TMA. While Gen Z values AI for its efficiency, they seek authenticity, stability and human connection in a digital-first era. Brands can resonate with this demographic by championing human values, supporting entrepreneurship and fostering genuine communities, Dynes writes.