The 2025 NRF Festival: How to Navigate AI Solutions
Welcome to this edition of Topper Tuesday! Today, we’re diving into NRF—the marquee event for platforms and providers serving the retail industry. For many, NRF is akin to Black Friday or Cyber Monday, with companies dedicating significant portions of their marketing budgets to make an impression—to build pipeline. Others opt for a more modest approach, spreading their efforts across events like ShopTalk and CommerceNext. No matter the approach, NRF remains a pivotal moment for the retail industry to showcase innovation, foster connections, and explore the trends shaping the future of commerce.
The retailer vs. partner perspective
Having attended NRF both as a retailer and as a platform provider, I’ve experienced it from two distinct perspectives. These roles are so different that they remind me of the Renaissance festivals I attended for years with my wife and daughter on the East Coast of Florida. My daughter, an Irish step dancer, performed multiple times daily on the checkerboard stage. As part of the cast, she had behind-the-scenes access to preparation areas, costume changes, meals, and the like—privileges regular attendees didn’t experience. Similarly, attending NRF as a retailer versus a provider reveals unique aspects of the event. Essentially, we are performers on stage asking customers to “step right up!”
Retailers are the kings and queens of NRF, while providers like us often play the role of court jesters, showcasing solutions to entertain and solve problems. Both perspectives are valuable, but they require different approaches. For me, nothing compares to engaging one-on-one with people actively working to solve challenges for their organizations—these conversations are often even more impactful than the most dynamic keynote presentations.
AI takes center stage–fabric is no exception!
This year, NRF’s focus on artificial intelligence is unmistakable. Below is a list of keynotes that underscores how central AI has become in retail. While AI is transforming the industry in profound ways, it’s not all glitz and glamour. Retailers are leveraging AI to solve real problems and drive measurable outcomes, but success requires a thoughtful approach.
At fabric, we are very focused on the ecosystem surrounding the ever-important “order.” We orchestrate, we intelligently route them, and we provide real-time inventory across any selling channel. We also help with intelligent and instant SKU management, collecting data from multiple sources and standardizing and organizing it for use in single or multi-brand selling channels. These are the areas in which we focus our AI efforts.
At fabric, we believe in “power to the end-user.” Looking at historical data from one source, analyzing it, and then making guesses (even smart ones) to pivot the business is time-consuming—and sometimes even involves tech. We are embedding AI-based reporting, predictions, and recommended pivots within our commerce applications! This is “real AI” to make a proven difference in business outcomes, including conversion, sales, and generally improved post-sale consumer experiences. Stop by our booth at NRF and come see fabric’s AI solutions! fabric will be at Booth #6639. And feel free to dig deeply—there is a lot of good tech out there (ours!), but there is also a lot of hype!
With all the focus and hype around AI, I thought I’d share a few tips and tricks that I follow when I attend these huge conferences. So, here we go!
Tips and tricks for NRF success
1. Stay focused
It’s easy to feel overwhelmed by the endless options and trends at NRF. My advice: Focus on what will make the biggest impact on your business. As I’ve often said in my career, “You can do anything, but you can’t do everything.” Prioritize solving the challenges that matter most to your organization. AI, like any tool, is only valuable when it helps achieve measurable outcomes aligned with your goals.
2. Dig deep into the technology
Don’t be dazzled by flashy user interfaces or shiny new buzzwords. I recently spoke with a retailer who chose a solution with a superior UX but discovered too late that the underlying technology was subpar. Prioritize robust machine learning algorithms and effective data analysis over aesthetics. Involve your technology and data teams, as well as trusted advisors, to differentiate between hype and substance.
3. Build on a strong foundation
There’s an old CIO adage: “If you automate a mess, you just get a faster mess.” This applies to AI, too. If your data is disorganized or lacks integrity, adding AI won’t fix it. Start by thoroughly understanding your current state—both technically and functionally. A solid foundation ensures new solutions can deliver the results you need.
4. Explore the art of the possible
While focus is essential, carve out time to wander, explore, and be inspired by what’s possible. NRF offers a unique opportunity to discover innovations that might not immediately apply to your business but could spark ideas for the future. Don’t forget to have fun while you’re at it—sometimes, creativity thrives when you step back and dream big.
NRF 2025 offers an unparalleled opportunity to explore how AI is shaping the future of retail. For those attending NRF: Have fun, be focused, and bundle up—it’s going to be cold! And if you’re at NRF, another friendly reminder to not miss out on the chance to visit us at Booth #6639 from January 11 through January 14—we’d love to show you how fabric can make a real difference for your business.
Chief Customer Officer @ fabric
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