New York City – At the National Retail Federation’s Big Show in January 2026, executives from top retailers gathered to share their perspectives on the transformative role of AI in the retail industry. From adopting external AI tools like Google’s Gemini to building custom AI agents in-house, it’s clear that AI is reshaping how retailers operate and connect with consumers.
Ed Stack, Dick’s Sporting Goods Executive Chairman
Ed Stack remains optimistic about AI’s role in retail. “I don’t think anybody should be afraid of AI,” he said. “It’s going to have an impact, for sure, but it’s also going to create some other opportunities on the other side. We always try to look at the glass half full.”
Mary Beth Laughton, REI CEO
Mary Beth Laughton emphasized that AI will touch every part of the retail journey. “I’m a believer that AI is going to impact our retail business in many ways, and we can’t underestimate its potential,” she shared, highlighting the industry’s increasing reliance on AI-driven solutions.
Sundar Pichai, Google and Alphabet CEO
Sundar Pichai spoke on the evolution of online shopping, noting, “For years, online shopping has been about keywords and filters. Now, AI can narrow it down to exactly what you’re most interested in buying, making the shopping experience more personalized.”
Prat Vemana, Target Chief Information and Product Officer
Prat Vemana cautioned against using AI simply for the sake of novelty. “Don’t do AI for the sake of doing AI,” he advised. “Know your business, your roadmap, and apply AI for the right reasons.”
Kecia Steelman, Ulta Beauty CEO
Kecia Steelman sees AI as a complement to human interaction. “AI, partnered with the human knowledge base we have, will make a big difference for our business,” she said, emphasizing the importance of collaboration between technology and human expertise.
Max Magni, Macy’s Inc. Chief Customer and Digital Officer
Max Magni expressed enthusiasm for AI’s potential but focused on its role as an enabler. “AI is super important. It’s not a strategy, it’s an enabler. It helps us listen to our customers better and provides valuable insights,” he explained.
Billy May, Brooklinen CEO
Billy May believes that ignoring AI will lead to missed opportunities. “Organizations that aren’t thinking about how to incorporate AI are going to be most affected by it,” he warned, stressing that embracing AI is key to staying competitive.
Josh Krepon, Steve Madden President of U.S. DTC and Global Digital
Josh Krepon offered a more cautious perspective, advocating for a thoughtful approach. “I think it makes more sense to move thoughtfully and slow rather than adopting a ‘fail fast’ mentality,” he said, urging businesses to balance innovation with strategy.
Emma Grede, Co-founder and CEO of Good American
Emma Grede sees AI as a tool for efficiency, not replacement. “It’s not about taking anything human out of what we do,” she said. “AI should free us to focus on what only we can do, like obsessing over product innovation.”
Bob Eddy, BJ’s CEO
Bob Eddy sees AI as a force to amplify creativity rather than replace it. “AI will help retail advance, not by replacing creativity, but by amplifying it,” he explained, noting AI’s role in merchandising, design, forecasting, and supply chain innovation.
As these leaders from major retailers and tech companies highlighted, AI is transforming not just how retail operations function, but how companies engage with customers and innovate. As the industry adapts to AI’s rapid advancements, it will be critical to maintain the balance between technology and the human touch that drives consumer satisfaction.
