Jason Goldberg's Full Closing NRF 26 Keynote: "Commerce Disrupted: Rise of the AI Native Consumer"

Jason Goldberg's keynote, "Commerce Disrupted: Rise of the AI Native Consumer," addresses the transformative impact of AI on retail and consumer behavior. It questions whether AI's influence is a revolutionary shift or merely overhyped. Goldberg defines "agentic commerce" as new customer behaviors driven by AI, not just efficiency improvements, emphasizing AI's influence on purchase decisions. He illustrates the disruption of product discovery with examples like viral TikTok trends impacting instant coffee and sunscreen sales, contrasting it with traditional in-store experiences. Goldberg highlights the rapid integration of AI in shopping, with platforms like ChatGPT becoming major e-commerce players. He stresses the importance of "Agentic Commerce Optimization" and organizational change to adapt to this evolving landscape, referencing Walmart's shift towards embracing AI.