Retail Gets Real 402. How agentic AI is redefining the future of retail
Jan 21, 2026
Ali Furman, a partner at PwC specializing in AI strategy for retailers, joins Barbara O’Beirne, Stripe's global head of industry and value consulting, to explore the rise of agentic AI at NRF 2026. They discuss how this next-gen AI can make decisions and transact, marking a structural shift in retail. Both emphasize the importance of brick-and-mortar adaptations as stores become more experiential, and share insights on navigating AI implementation and maintaining consumer trust in this evolving landscape.
AI Snips
Chapters
Transcript
Episode notes
AI That Acts, Not Just Advises
- Agentic AI acts rather than advises and can take goals, browse options, evaluate trade-offs, and increasingly complete purchases for users.
- This shift moves AI from co-pilot tools into active commerce participants, creating a new shopping channel.
Why Agentic AI Is Suddenly Viable
- Rapid model improvements, payments infrastructure, and rising consumer trust made agentic AI viable now.
- Retailers first saw AI in discovery; now it increasingly transacts and becomes a new front door to retail.
AI Becomes The Top Of The Funnel
- AI is moving to the top of the shopping funnel and shaping discovery, evaluation, and intent before consumers visit retailers.
- Connecting merchant data, loyalty, and purchase history into AI experiences will dramatically improve the user journey.