Managing and Governing Agentic AI in Retail

AI agents are about to change retail on two fronts. Inside companies, they’re already boosting productivity, accelerating insights and streamlining operations. Outside, they’re beginning to change how people shop — with AI agents that will browse, compare and even purchase on shoppers’ behalf.

This shift creates unprecedented opportunities and risks. Retailers that move decisively could build advantages that last for years. Those that hesitate risk being left behind — or worse, suffering breaches from AI-powered threats they weren’t prepared to face.

To help retailers navigate both opportunities and risks, PwC and the National Retail Federation’s Center for Digital Risk & Innovation held workshops in late 2025 that brought together cybersecurity, technology, legal and business leaders from retailers across the United States. This report features insights on leading practices and future strategies — covering a range of topics from internal AI transformation to preparing for agentic commerce, with the governance and security foundations needed for both. Whether you’re just starting your AI journey or scaling existing deployments, these insights can help you plot a path to success and security in retail’s AI-driven future.