Episode Details

I spent the first few days of NRF right at the center of the retail universe and somehow still managed to feel behind. In this episode, I’m reflecting on what I saw, what I missed (including a genuinely historic announcement), and why that feeling of being left behind might actually be the most honest signal of where retail is heading in 2026.

From agentic commerce and AI-powered shopping, to candid perspectives from leaders at Home Depot, Wayfair, Dick’s, and beyond, this conversation is about letting go of false certainty. We’ll dig into why experimentation is beating confidence, why “wait and see” is riskier than it sounds, and what adaptability really looks like for retailers, brands, and the partners who support them this year.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – My NRF opening session moment (and how I accidentally skipped a history-making announcement)

[00:45] – The introduction of Universal Commerce Protocol (UCP) and why it triggered real anxiety

[01:45] – Why even the most senior retail tech leaders admit they don’t know what’s coming next

[02:00] – Insights from Home Depot, Wayfair, and Dick’s on AI, experimentation, and uncertainty

[03:30] – Why 2026 is the year brash confidence dies and experimentation wins

[04:15] – Why “Strong opinions, loosely held” is a framework for how retailers should think about partnerships and tech

[05:17] – A personal note on burnout, creativity, and my fiction-reading habit

Links & Resources

• Read my related articles:
  • At NRF, retailers say ‘bring on all the bots’ (The Drum)
  • Costco just revealed its entire retail media tech stack. Why? (The Drum)
  • A deal with the devil, or co-opetition? Macy’s RMN chief shares an update on its deal with Amazon Retail Ads Service (LinkedIn post)
  • How Wayfair and Home Depot are thinking about agentic commerce (LinkedIn Post)
• Join me and Jordan Witmer from Salt XC at 11am Thursday Jan 22 for a LinkedIn Live on how big brands and small brands MUST approach retail media differently. We'll be answering questions LIVE -- join us!
• Find my top novels of 2025 at the bottom of this article
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri Masters on LinkedIn