AI and Authenticity: Retail's New Balancing Act

Walking through the convention hall, the presence of artificial intelligence was inescapable. The terms AI and agentic appeared on nearly every other banner and booth, signaling a collective industry pivot toward automated solutions.

Major retailers are already making significant moves. Companies like Walmart and Lowe's have either developed their own AI shopping agents or formed partnerships with established platforms like Google's Gemini and OpenAI's ChatGPT.

The technology on display was not limited to software. The floor featured tangible demonstrations of the future, including:

• Humanoid robots greeting attendees
• Digital drive-thru menus powered by AI
• Interactive styling assistants

Despite the excitement, these efforts are still in their early stages, representing the beginning of a long-term transformation rather than an overnight shift.

Amidst the technological fanfare, a counter-narrative emerged focused on preserving the core of retail. CEOs, including Fran Horowitz of Abercrombie & Fitch, advised young founders to keep business fundamentals top of mind while embracing new tools.

Improving customer service remains the primary driver for many AI initiatives. This was exemplified by Ralph Lauren's presentation on its partnership with Microsoft.

The collaboration produced 'Ask Ralph,' a chatbot designed to function as a personal styling assistant. It uses Microsoft's AI to suggest clothing based on specific prompts, such as the occasion a customer is dressing for.

"It's like having Ralph Lauren in your pocket."

David Lauren, the brand's chief branding and innovation officer, described the tool as a way to bring the personal touch of a store associate directly to the consumer's device.

While AI excels at convenience, a panel of Gen Z consultants revealed that their generation prioritizes quality and authenticity above all else. Members of 'The Z Suite,' a collective ranging in age from 17 to 24, offered a nuanced view of the modern shopping experience.

They view AI as a useful starting point for discovery, but not the final destination. The tactile experience of shopping remains irreplaceable, with one panelist noting there is no replicating the feeling of trying on the perfect dress in person.

Young consumers are willing to put in the work to find the right items. This includes:

1. Scouring platforms like Reddit for genuine reviews
2. Verifying claims beyond influencer marketing
3. Seeking human assistance for high-stakes purchases

As buyer Olivia Meyer explained, while they may not want to call a service line, they demand to speak with a human when their money is on the line.

Transparency emerged as a critical value for younger shoppers. The panel, which included professionals from Calvin Klein and True Religion, stated they want brands to be honest about their use of AI.

Regarding the use of AI-generated models in advertising, the group was clear: Gen Z does not object to the technology itself, but they demand the truth about what they are buying.

This desire for authenticity is driving a shift away from fast fashion. Data indicates this demographic is increasingly turning to secondhand marketplaces like Vinted and eBay to ensure they get their money's worth.

True Religion's Chief Marketing Officer Kristen D'Arcy, who moderated the panel, noted that this scrutiny is making shoppers more discerning. In response, her brand focuses on value-aligned partnerships, such as collaborations with artists like Megan Thee Stallion, to build genuine trust.

The three-day conference provided a clear vision for the retail landscape of 2026 and beyond. It is a world where AI is deeply integrated into daily operations, from marketing to customer interaction.

However, the loudest trend is not necessarily the most important one. The insights from industry leaders and young consumers alike suggest that technology must serve the shopper, not the other way around.

Brands that succeed will likely be those that balance cutting-edge efficiency with the timeless elements of retail: trust, quality, and a genuine connection to their customer base.

The path forward is not about replacing the human element, but enhancing it with tools that make the shopping experience better, more personal, and more transparent.