Preparing to step onto the floor of Shoptalk 2025 this week with my comfy shoes on and hydration packs ready, one thing is clear: e-commerce is undergoing a transformation unlike anything the industry has seen before.  

In reviewing the Shoptalk agenda, and in the conversations the Rithum team is having as we set up meetings, I’m seeing three major themes at the top of everyone’s mind:   

1. The growing role of AI/genAI: how to capitalize on it without losing track of value
2. The rise of retail media networks and what it means for brands working with major retailer
3. Tariffs and supply chain concerns (oof)

Together, these forces are redefining how retailers and brands operate, innovate, and stay resilient in an increasingly unpredictable global market. Experts across retailers and brands of all sizes and shapes are looking for new ways to redesign strategies and mitigate risks before they impact their bottom line (while working relentlessly to truly understand their profit margins)  

 Shoptalk couldn’t be coming at a better time.  

 Here are my top 3 predictions for what everyone will be talking about the most across the floor this week. 

Prediction 1: AI Has its Breakout Moment  

AI has been a retail buzzword for years, and the emergence of genAI has turned that buzz into a full-on roar. AI/genAI is one of the most agenda-heavy innovations at Shoptalk 2025. And it’s no wonder, with brands leveraging it to drive personalization, optimize logistics, and improve customer engagement. This year, I’m particularly excited to hear how industry leaders are using AI to: 

• Supercharge Personalization: Retailers are using AI-driven recommendation engines to suggest products based on browsing history, purchase patterns, and even real-time behavior. AI chatbots and virtual shopping assistants are enhancing online and in-store experiences by providing instant support and tailored product suggestions. With genAI, chatbots and virtual assistants are leveling up, delivering more human-like customer service at scale. 

• Optimize Supply Chains: Predictive analytics help brands and retailers forecast demand, reducing overstock and understock issues. AI-powered automation in warehouses and logistics is improving efficiency and reducing fulfillment times. 

• Enhance Visual Search & Augmented Reality (AR): Shoppers can now snap a photo and instantly find similar products (changing the competitive landscape across the real-world and e-commerce). Brands are increasingly rolling out AI-driven AR tools for virtual try-ons, and according to Macy’s and Shopify, this tool has had a drastic impact on return rates (something I also expect to hear a lot about at Shoptalk). 

What to Watch for at Shoptalk: Google, Amazon, Shopify, and others will be showcasing the latest AI tools that help brands increase efficiency, cut costs, and enhance customer experiences. AI is the new baseline for retail success and Shoptalk is going to be a showcase for this technology in all its forms. 

Prediction 2: Retail Media Networks Make Waves 

There’s been an explosive growth of retail media networks (RMNs) and retailers are transforming their digital platforms into powerful advertising hubs. As third-party cookies phase out and brands seek new ways to reach shoppers, retailers are leveraging their first-party data to create highly targeted ad opportunities within their own ecosystems. Major players like Walmart, Amazon, Target, and Kroger are expanding their retail media networks and enabling brands to place sponsored product ads, display ads, and even video content directly within their shopping platforms. This shift is reshaping the digital marketing landscape, with AI-driven personalization enabling real-time ad placement, dynamic pricing strategies, and seamless integration across e-commerce and in-store experiences.  

What to Watch for at Shoptalk: At Shoptalk, I expect to hear industry leaders emphasizing how retail media is becoming a multi-billion-dollar revenue stream, offering brands a direct line to high-intent shoppers while giving retailers new ways to drive profitability beyond traditional sales. If you haven’t yet explored this arena, Shoptalk is a great place to explore the pros and cons.

Prediction 3: Tariffs at a Tipping Point  

Retailers have spent years optimizing their supply chains, especially coming out of COVID’s chaos, but sudden policy shifts are throwing a wrench on even the most carefully calibrated operations. This year, brands are facing: 

• A 25% tariff on select imports from Mexico and Canada, with some exceptions. This could force many to rethink North American sourcing strategies.
• A 10% tariff on goods from China, impacting pricing and sourcing strategies and making cost optimization more critical than ever.

I expect we’ll get some deep discussions in the panels and roundtables about how retailers can maintain profitability and customer satisfaction despite rising costs. And I know from my discussions that many are already putting new strategies into play that will help them stay competitive while navigating higher costs and supply chain disruptions, including:  

• Supply Chain Diversification: Many brands are talking about shifting manufacturing to Southeast Asia, India, and Latin America to reduce dependency on China. Some are even exploring near-shoring and re-shoring to bring production closer to home and minimize risk. 
• Real-Time Inventory and Pricing Adjustments: Machine learning and AI-driven demand forecasting and dynamic pricing tools are emerging as the chosen solutions to manage fluctuating costs (and ensure those fluctuations don’t derail margins). 
• Trade Policy Awareness: Retailers are working closely with trade experts (and even policy analysts) to stay ahead of regulatory changes and avoid unnecessary supply chain disruptions. 

 What to Watch for at Shoptalk: I expect that speakers will emphasize that in this era of global trade instability, agility is the key to survival—and that extends beyond supply chains into digital commerce strategies as well. 

 What are your thoughts on how AI/genAI, tariffs, and retail media networks will shape e-commerce, brands, and retailers’ strategies in the coming years? Stop by booth #1536 to let me know this week! See you there!