NRF 2025 Highlights Artificial Intelligence, Brand Loyalty, and Meaningful Customer Experiences

Digimarc recently joined thought leaders at the NRF 2025: Retail’s Big Show to explore the transformational impact of artificial intelligence (AI) on retail. Discussions covered the future of customer service, evolving loyalty trends, and innovative approaches to building lasting customer relationships. Beyond AI, technology innovation and standards also took center stage, with demos showcasing how the GS1 Digital Link standard can power seamless commerce, supply chain efficiency, and traceability, while advanced digital watermarks are reshaping the future of retail. 

Retail Trends to Watch in 2025 

There were dozens of speaker sessions across all five floors of the Jacob Javits Convention Center covering many topics that mattered to the retail industry, but one theme stood out: AI and machine learning is reshaping the industry at an unprecedented pace. 

Three Key Takeaways 

1. Machine Vision and Deterministic Signals: Instead of scanning barcodes manually, vision systems (such as camera and AI-powered image recognition) automatically identify products when they are moved—either from the shelf to the shopping cart or from the cart to a bag. This eliminates the need to scan each item individually at checkout, making the process faster and more efficient. At NRF ’25, industry experts emphasized that machine vision alone is not a silver bullet. They emphasized that the most effective solutions integrate deterministic signals (such as barcodes and digital watermarks) and user input to enhance accuracy and efficiency.  
2. Maximizing Existing Technology with Agentic AI: Retailers are looking to extend the functionality of their current technology. Agentic AI, a type of artificial intelligence that can make decisions, solve problems, and learn independently, is emerging as a game-changer, helping to answer customer and associate inquiries while managing backend operations like restocking and reordering. 
   
3. AI-Powered Quick-Service Innovations: Some of the most exciting applications of AI were seen in quick-service restaurants. From Voice AI taking orders to robots cooking pizzas and fries, retailers are leveraging technology to enhance efficiency. Additionally, heated locker systems that use pickup codes are streamlining order fulfillment. 
   

Standout NRF Moments  
The ability to scan digital watermarks in the field has always been an industry challenge. Zebra and Datalogic met this challenge at NRF ’25, which is a huge step forward for digital watermark scanning and product authentication. This could mean widespread adoption by brands, retailers, and supply chains in the retail industry who can benefit from faster, more accurate scanning and better consumer engagement.  

Looking Ahead to NRF 2026 

If you missed NRF 2025, we encourage you to participate in 2026. In the meantime, stay connected with Digimarc as we continue to advance product authentication, consumer engagement, and retail operations—critical elements shaping the future of retail.