Ali Furman

Partner and U.S. consumer markets industry leader at PwC, advising retailers on AI strategy, merchandising, pricing, digital supply chain and bringing enterprise-scale AI initiatives from pilot to execution.

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Jan 21, 2026 • 26min

402. How agentic AI is redefining the future of retail

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.

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