Real-time Artificial Intelligence, automation, integrated data, and connected consumers are changing the relationship between buyers and sellers and demanding new responses from brands and companies. It is in this context that the theme “The Next Now is Here” will be the guiding theme of NRF Retail’s Big Show 2026, the world’s largest retail event, held in New York from January 11th to 13th.
The theme is a clear signal that the industry needs to act urgently in the face of the transformations that are already underway and require immediate decisions, strategy reviews, and model reinventions.
“The event sends a definitive message: nothing will be the same. Therefore, following the discussions in real time, learning what the most advanced retailers are doing, and seeing best practices firsthand, both in New York stores and in corporate discussions, is vital for those who want to understand and navigate this increasingly complex world of retail,” explains Luiz Alberto Marinho, managing partner of Gouvêa Malls.
Marinho emphasizes that the topic could not be more timely, highlighting that the simple purchase and sale relationship no longer defines retail and pointing to a world of opportunities based on the evolution of business models.
For Eduardo Yamashita, Director of Operations at Gouvêa Ecosystem, the event’s theme reflects the urgent need to rethink the relationship between retailers, brands, and consumers. “The new economic and geopolitical context, new technologies driven by artificial intelligence, automation, real-time data, and, of course, the digitalization of consumption and our economy have redefined what it means to create value for the consumer,” he states.
NRF Retail’s Big Show 2026, the world’s leading retail event, revealed the theme for its next edition: “The Next Now is Here.” The proposal indicates that the future of retail has already begun. The traditional relationship between buyers and sellers is giving way to a new model, marked by changes in consumer behavior, new technologies, and the restructuring of value chains.
In a scenario where consumers are constantly changing, technologies like artificial intelligence are operating in real time, and digitalization is affecting all sectors of the economy. Retail needs to adapt its channels and its fundamentals.
According to Luiz Alberto Marinho, managing partner of Gouvêa Malls, the theme of NRF 2026 couldn’t be more timely, highlighting that the simple buying and selling relationship no longer defines retail and pointing to a world of opportunities based on the evolution of business models. “The event sends a definitive message: nothing will be the same again. Therefore, following the discussions in real time, learning what the most advanced retailers are doing, and seeing best practices firsthand, both in New York stores and in corporate discussions, is vital for those who want to understand and navigate this increasingly complex world of retail,” explains the executive.
For Eduardo Yamashita, Director of Operations at Gouvêa Ecosystem, the event’s theme reflects the urgent need to review the relationship between retailers, brands, and consumers. “The new economic and geopolitical context, new technologies driven by artificial intelligence, automation, real-time data, and, of course, the digitalization of consumption and our economy have redefined what it means to create value for the consumer,” he states.
And the perception that “the future is now” is directly linked to the growing presence of artificial intelligence in everyday life. “Everyday life is rapidly and fluidly occupying spaces in life and work, signaling the importance of making these relationships simpler, faster, and more efficient,” says Cristina Souza, CEO of Gouvêa Foodservice.
Confirmed Schedule
As part of this movement, Gouvêa Experience is organizing a delegation for NRF 2026, scheduled for January 8th through 14th in New York. The program includes technical visits, meetings with experts, meetings, and content activities during the fair. The group will have access to the Retail Executive Summit, featuring key learnings from the NRF and the event itself.
Image: Mercado&Consumo
*This text was translated by AI
