What happens when retail leaders get honest about AI

Sometimes the path to new heights comes with unexpected challenges and uncertainty. Decisions must be made before the whole picture is clear. The climb toward AI maturity is no different. 

On the second day of NRF Nexus 2026, stormy Colorado skies brought sudden showers. It was just as attendees considered loading up for a hike to the top of the Broadmoor Seven Falls, at an elevation of 7,200 feet. 

NRF Nexus, which brings together senior digital, marketing and technology leaders for networking, benchmarking and learning, had kicked off the day before with an affirmative vibe. The 200 or so people present were reminded that relatively few have today’s advances and technologies completely figured out — much less already implemented. 

But Day 2 started early on a different note: An AI policy update had those in the audience grabbing their phones to take pictures of the presentation slides. 

Of particular interest was one on what to watch for the rest of the year, including the introduction and movement of the Great American Artificial Intelligence Act; executive action stemming from America’s AI Action Plan; state-level bills, especially on pricing, workforce and energy; the reauthorization of the Cybersecurity Information Sharing Act of 2015; movement in the NextNav petition; and further progression in the House or Senate, particularly related to kids’ privacy. 

New elevations, new vistas, new hazards. In these times, there’s more to navigating AI than anyone could have imagined. 

Candid conversations on AI 

After the policy update, the day continued with a variety of keynotes and featured sessions, lively think tanks and opportunities for deeper connection in the intimate setting. Attendees were reminded of Chatham House Rule: They were welcome to use the information and ideas received, but couldn’t attribute them to any particular person or organization. 

The aim was to foster a safe environment and encourage candid conversations — and it worked. Trust continued to deepen, and a variety of thoughts became fodder for discussion. Among them:  

AI is now part of the operating system 

Remember the days when people thought ecommerce would decimate physical retail? They’re now so intertwined that the idea seems laughable. In the same way, initial fears that AI would replace human workers are starting to fall by the wayside; in many cases it’s doing additional work that humans weren’t doing anyway. AI is not something “coming.” Its presence is now assumed. And it can be used to expose where opportunity lies. 

Someone in the retail organization — preferably a senior leader — must own it  

One leader who attended the event’s new CEO track quickly planned an email for department heads back home, surveying how they were using AI. Senior leaders can cut across silos; deliver consistency; allocate and prioritize appropriate resources; help with change management; and make decisions related to risk and governance. 

Conversations about governance must come to the forefront 

The industry collects and holds a vast amount of sensitive personal data. That data needs to be protected, and the ability to do so is critical to brand reputation. 

Even economists don’t know what will happen with AI, meaning we’re all “driving in the fog” 

Further, an element of trust is needed when it comes to ROI. One speaker, for example, believes efforts to shift from search engine optimization to answer engine optimization at his company would eventually “trickle downstream.” 

Another attendee talked about the need to move from IT projects to practical applications that would actually move the needle for the business. A couple of session speakers shared how their companies had done just that: They had used data and AI to increase revenue, optimize omnichannel performance and increase personalization. 

Direction plus momentum is greater than speed 

Everybody wants to be first, one speaker said, but first isn’t always best. If changes have to be made, backtracking might be necessary. The best stance, then, is to stay curious and open, continuing to lean in and learn. 

In the end, it didn’t take long for that afternoon rain to pass, and 30 or so attendees headed to the falls unhindered. The view from the top, one said, was simply “spectacular” and worth every step. 

What might the climb to AI maturity reveal? For retail leaders willing to take the long view, it might be expansive indeed.