Retail’s next phase is defined less by experimentation and more by scrutiny as AI tools become more autonomous and retail media is commanding larger shares of budget. In addition, younger consumers are reshaping discovery and physical stores continue to account for the vast majority of sales.

At Shoptalk 2026, the conversation will center on how these forces translate into measurable growth. Across the agenda, executives will examine where AI earns trust, how retail media proves its value, and what it takes to stay relevant with shoppers whose path to purchase rarely follows a straight line.

Here are the themes likely to shape the event.

1. AI takes on a bigger role in decision-making

While genAI introduced new efficiencies in content and customer service, agentic AI is pushing further into decision-making and transaction.

From AI-assisted shopping to autonomous ad buying tools, the technology is moving closer to execution. That shift raises practical questions around governance, consumer comfort, and brand risk.

Two EMARKETER-led sessions will explore those dynamics:

• “Insights: New Research on Consumer Attitudes Toward AI,” taking place Tuesday, March 24 at 9:30am PT. Join principal analyst Sky Canaves to learn how consumers view AI in retail, where they see value, and where concerns around privacy and control begin to surface.
• “Debate: AI Agents Will / Will Not Transform Retail,” taking place Tuesday, March 24 at 12:00pm PT. Vice president and principal analyst Sarah Marzano will join industry leaders to discuss whether agentic commerce will meaningfully reshape shopping behavior.

But AI’s influence extends beyond ecommerce. Sessions on in-store AI applications and AI-generated brand ambassadors underscore how quickly these tools are expanding across marketing and operations.

2. Retail media enters a more accountable phase

Retail media has become a cornerstone of digital advertising strategy and a significant revenue stream for retailers. As investment grows, expectations are rising on both sides of the partnership.

“Retail Media Innovation: Retailer + Brand Case Studies,” taking place Tuesday at 10:20am PT, brings together leaders from Mars United Commerce, The Home Depot, and Behr Paint Company to explore how retailer-brand relationships are evolving. The conversation will focus on what’s working in commerce media today, as well as the operational and measurement gaps that still need to be addressed.

“Today, we're seeing retailers being pushed to measure results more precisely,” said Marzano during one of EMARKETER’s virtual summits. “Sustaining growth will require solving for a mounting set of challenges, especially around measurement, reporting and data technology. These are the enablers that will separate those who can scale profitably from those who are still trying to prove their value.”

3. Discovery grows more complex

Shoppers encounter products across social feeds, creator content, brand websites, review platforms, and physical stores. For brands, discovery has become more dynamic and more deliberate.

On Wednesday, March 25 at 9:30am PT, VML, TikTok, Lowe’s, and Reformation will take the stage for the session, “Engineering Serendipity to Inspire Purchases.” The industry leaders will discuss how data strategy and storytelling can turn casual browsing into meaningful purchase moments.

Creator strategy is also evolving. In “Maximizing the Return on Influencer Marketing,” taking place Wednesday at 10:20am PT, executives from Shein and David’s Bridal will examine how they select partners, structure campaigns, and measure performance as influencer investments become more central to brand strategy.

4. Physical retail remains central

Despite the digital acceleration, most retail sales still take place in stores, and executives are investing in making those environments smarter and more connected.

Also taking place Wednesday at 10:20am PT, “AI Applications for In-Store Physical Retail,” will feature executives from The Vitamin Shoppe, Tecovas, and Tomorrow sharing how they are deploying associate copilots, smart fitting rooms, and in-store personalization tools to enhance customer experience and operational efficiency.

“Shoppers, and particularly younger shoppers are increasingly bringing their phones into stores and using them in stores,” said Canaves during a “Reimagining Retail” episode. “We’re seeing them starting to use AI tools, platforms like ChatGPT to maybe have a conversation and learn more about products while they're shopping.

On Thursday, March 26 at 9:25am PT, join Joe Preston, president and CEO of New Balance for his keynote session, “Built for the Long Run: How New Balance Sets a Global Pace.” Preston will outline how the brand balances global scale with local relevance in a competitive footwear market.

A year focused on results

The energy at Shoptalk this year is likely to reflect a broader industry mindset: Ambition paired with accountability.

Retailers and brands are navigating rapid technological change, rising consumer expectations, and sustained pressure to drive profitable growth. The sessions on stage will explore new capabilities, but the underlying focus will remain constant: How those capabilities translate into durable business outcomes.

This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.