What you need to know about Retail’s Big Show

At NRF 2026, the conversation moved past the hype of “cool AI tools” and landed squarely on real-world results. 

Retail is moving away from simple AI experiments and into a new phase known as “agentic execution.” This shift changes the primary goal for retail leaders: it is no longer just about having the fastest checkout, but about the smart orchestration of the entire customer journey.

The strategies used by Urbn, LVMH, and Tapestry show us exactly how this future is taking shape. To stay relevant, you must understand these three key shifts. 

This blog will give you insight on how to capture new AI-driven traffic, make your store teams more effective, and build a strategy to turn one-time buyers into lifelong fans.

Architecting for agentic commerce: Making your brand “AI-legible”

For years, we optimized our websites for search engines like Google. We used keywords so that Google crawlers could find us so that people searching for those keywords could find us. But a new era is here. 

Now, we need to pivot to optimizing for AI agents (the digital assistants that shop on behalf of humans).

The challenge: when SEO is not enough

Traditional search is based on keywords, but AI agents look for meaning. 

If your product data is incomplete, these agents simply won’t find you. 

In the NRF featured session Agentic commerce in action: How URBN meets shoppers where they are, URBN shared that they found that many of their products weren’t even categorized correctly. For example, product pages for denim pants may only have the brand name listed and not actually say “jeans,” which would allow for better discoverability from AI agents and shoppers alike.

Insight from URBN

During their session, URBN also shared a fascinating story about a pair of beauty scissors. By looking at AI-analyzed customer reviews, they realized people were buying these scissors to cut thick cables, not hair. They created a separate product page for “cable cutting.” Suddenly, their discoverability doubled because they made their data match how people actually use the product.

By making your data “AI-legible,” you aren’t just helping a search bar; you’re opening a door for hundreds of new AI shopping startups to refer customers to your store.

The empowered associate: why AI is making retail more human

There is a common fear that AI will replace people. The reality we saw at NRF is the exact opposite. 

As the leaders at Tapestry put it in their NRF Big Ideas Session, Data, innovation and AI at Tapestry: Coach and Kate Spade, “Humans with AI will replace humans without AI.”

Case study: Tapestry’s “single pane of glass”

Tapestry (the parent company of Tulip users Coach and Kate Spade) recognized that the key to great service is focus. 

To help their associates stay present with customers, they moved away from using multiple different tools for different tasks. By bringing everything into a “single pane of glass,” they simplified the associate workflow and made their store teams more effective.

Turning 15 minutes into 9 seconds

Using an AI assistant named “Zippy,” Tapestry significantly improved how quickly associates can access information. Tasks that used to take 10 to 15 minutes—like searching through a massive knowledge base for a return policy or inventory detail—now take just 9 seconds.

This efficiency gain means your employees spend less time on administrative tasks and more time on the floor. When technology handles the search, humans can handle the hospitality, leading to higher sales and a better store environment.

Real-time feedback loops with Tapestry

Tapestry also revealed that they use an AI system to listen to what customers are saying in real-time. When they launched the Zoni bag, they heard immediate feedback that the straps needed to be bigger and the zippers needed to be more durable. In the past, it might have taken a year to fix that. With AI identifying the trend in days, they can adjust their designs almost instantly. This is “proactive anticipation”—fixing a problem before the customer even has to complain.

LVMH and the “creative exoskeleton”

In the NRF Keynote Session Where craft meets intelligence: How LVMH is reimagining luxury for the modern consumer, LVMH shared that they view AI as a tool that amplifies human intent. It doesn’t design the bag; it helps the designer explore colors and materials faster so they can focus on the “craft” and the “emotion.” 

For the person working on the showroom floor, AI acts as a memory aid, reminding them of a client’s favorite style so they can build a deeper relationship.

This idea of using AI to enhance human workers rather than replace them is the same one Tulip had when creating Tulip AI. Learn more about it here.

From fragmented sales to lifestyle orchestration

Retailers need to move away from the idea that a sale is a single event. 

The new model is about “lifestyle orchestration”, as LVMH executives called it in their speaker session. 

Lifestyle orchestration, better known as clienteling, means connecting the dots between different parts of a customer’s life. It is the difference between a store knowing you bought a dress and a brand knowing you bought that dress for a wedding in Italy. When a brand understands the “why,” they can offer a coordinated experience that includes styling advice, travel tips, and even local event recommendations. 

In this model, the brand stops being a vendor and starts being a trusted partner that anticipates what comes next.

LVMH’s retail playbook

At LVMH, the future of luxury is defined by a human-centered model. They use “intelligence at scale” to support their artisans and store teams, not to replace them. By using a methodical process to scale their AI capabilities, they ensure that innovation remains invisible. The goal is to turn data-driven insight into human intuition.

A great example of this is the “digital concierge” concept. If a client is celebrating a wedding anniversary, the AI concierge doesn’t just suggest a gift. It helps curate a wardrobe, books a table at a cafe, and reserves tickets to an exhibition. 

It is about using intelligence to quietly enable a modern luxury experience while keeping craftsmanship sacred.

Bringing it all together

The takeaway from NRF 2026 is clear. Retail is a game of data intelligence and human connection.

The brands that will win are the ones that use “quiet technology” to build louder, more meaningful relationships with their customers and their teams. Success is no longer measured just by the transaction, but by how well you can orchestrate a client’s lifestyle.

Next steps

If you are ready to turn these insights into action, it’s time to meet Tulip. 

Since 2013, we have built a comprehensive platform that features best-in-class clienteling and outreach tools infused with AI to help you build greater customer lifetime value.

The world’s most iconic retailers, including Coach, Versace, Pandora, and Saks Fifth Avenue, choose Tulip to deliver exceptional shopping experiences. We help you move from fragmented transactions to true “lifestyle orchestration”.

Ready to see it in action? Book a demo with our Solutions Experts today and learn how our AI-powered tools can empower your team and strengthen your customer bonds.