NRF 2025 Recap: Retail Innovation Centers GenAI

The National Retail Federation’s Big Show 2025 once again took center stage as the largest gathering of retail leaders, innovators, and tech pioneers. With top brands like Walmart, Amazon, and Target in attendance, the event focused on exploring cutting-edge technologies that address the industry’s most pressing challenges. From operational efficiencies to customer engagement, NRF is where the future of retail takes shape.

This year, one theme stood out above the rest: the transformative potential of Generative AI (GenAI). With its ability to predict, assist, and optimize, GenAI is redefining workflows, enhancing task completion, and personalizing customer experiences in ways that are reshaping every customer touchpoint, both physical and digital, and the entire retail landscape.

From Inspiration to Action: Retail Innovation Centers GenAI

Retail success has always been about delivering seamless, engaging customer experiences. However, achieving this requires efficient behind-the-scenes operations. At NRF 2025, GenAI emerged as the key to facilitating engaging frontline execution and operational excellence.

GenAI is already solving critical challenges by:

• Enhancing Task Completion: Frontline teams can resolve customer inquiries, locate inventory, or address operational issues instantly through AI-powered workflows, freeing them to focus on exceptional service.
• Streamlining Communication: By automating messaging and translating data into actionable insights, GenAI enables teams to stay aligned and proactive, whether restocking shelves or managing team performance.
• Empowering Personalization: Retailers can create tailored experiences through conversational shopping tools and AI-driven product recommendations, making every customer interaction meaningful.

The GenAI Workflow Revolution

A major takeaway from NRF was GenAI’s ability to transform operational workflows. From training to task management, GenAI optimizes processes that impact both the customer journey and employee efficiency.

Here are some examples of how a Theatro GENflow works in a retail environment:

• Inventory Management: Associates can instantly locate items, prioritize restocking, or adjust displays to improve customer flow.
• Training and Onboarding: New hires receive real-time guidance and answers, accelerating their productivity from day one.
• Operational Insights: Managers gain instant visibility into sales trends, team performance, and inventory movements, enabling smarter decision-making.

These capabilities are enabling retail teams to work smarter, not harder, and ensuring customers experience greater efficiency and convenience at every touchpoint.

Generative AI: Building the Foundation for Retail’s Future

GenAI is no longer optional—it’s essential. By leveraging its ability to adapt, predict, and improve over time, GenAI helps retailers move beyond rigid workflows and embrace dynamic processes that scale alongside their business.

GenAI’s benefits include:

• Customer-Centric Innovation: Transforming the in-store experience with tailored interactions and real-time insights.
• Operational Excellence: Automating repetitive tasks, optimizing schedules, and improving communication across teams.

This level of innovation isn’t just about keeping pace with change; it’s about staying ahead of it.

Theatro Joins Forces with Motorola Solutions

In a move that underscores its commitment to innovation and safety, Theatro is now part of the Motorola Solutions family. This acquisition marks an exciting step forward, combining Theatro’s expertise in voice-enabled AI with Motorola Solutions’ industry-leading portfolio of safety and security technologies.

Retail Innovation Centers GenAI and Theatro Leading the Way

As the retail landscape evolves, Theatro is leading the charge in applying GenAI to drive operational efficiency and improve employee performance.

Theatro GENiusAI solutions revolutionize frontline employee engagement through cutting-edge technology, enhancing efficiency, and elevating customer interactions. The platform integrates GENAI and augmented intelligence, empowering retail employees to access real-time information and guidance directly on the sales floor, facilitating seamless customer experiences and significant operational improvements.

Theatro GENflows take everyday workflows to the next level by proactively delivering relevant insights to Associates at exactly the right time—when they’re needed most. With reminders that additional information is always accessible, employees feel empowered to enhance their capabilities and adapt to any scenario.

Theatro isn’t just participating in the GENAI movement; we’re leading it.