Photo courtesy of NRF Big Show 2025 - Jason Dixson Photography
The energy at NRF 2025 was undeniable. Retailers, innovators, and tech leaders converged to showcase the latest advancements redefining the shopping experience. From showcasing innovative AI tools to how retail media networks (RMNs) are driving brand visibility, the event highlighted trends that comms pros need to have on their radar to stay ahead.
There’s lots to unpack, but no need to sift through every story—we’ve got you covered! Here’s your quick cheat sheet of the key trends and themes to watch in 2025:
Analysts predicted NRF to be a prime opportunity for RMNs to pitch themselves to advertisers, and it seemed to prove to be true. In a very crowded market landscape, it was brands that emphasized their RMN’s unique selling points (USPs), like Walmart Connect and Walgreens Advertising Group, that stood out. For comms pros, this further reinforces that it is critical to do the following (outlined in further detail in Kite Hill PR’s own RMN playbook):
Address your go-to market and launch strategy
Leverage an always-on communications approach
Prioritize and develop captivating thought leadership content
Level up on earned media and owned events
“Computer vision,” or AI that lets machines “see” and interpret visuals, is sparking excitement about a retail revolution. This technology aims to transform retail, offering insights into everything from store layouts to productivity. H&M is already leading the charge, using computer vision alongside RFID tech to streamline operations.
For B2B communicators in the space, this trend signals new storytelling opportunities. From highlighting a brand’s tech savvy transformation to demystifying AI for the average consumer, the possibilities are endless. Remember, though — as we mentioned in our CES 2025 recap, AI is no longer a USP; it is table stakes. When working your brand’s or client’s AI solutions into creative narratives, remember to highlight them as part of an evolved market solution, rather than the main event.
Personalization is no longer optional; it’s the expected standard. Brand retailers like Starbucks and Levi’s are doubling down on AI and data to create customer experiences that feel tailored, meaningful, and memorable. Gone are the days of one-size-fits-all-messaging — this is the era of hyper-targeted communications that resonate on an individual level. Personalization is a communicator’s new superpower.
2025 promises to be a transformative year for the retail media landscape, and beyond — a moment to embrace bold opportunities and redefine what success looks like for all. Stay ahead by identifying the most promising innovations and leveraging emerging technologies to drive meaningful results. And, always remember: at the heart of every campaign is a person. Lead with empathy, craft with care, and ensure every decision resonates with the real-life experiences of those you aim to impact.
— Alain Rapallo, Senior Account Supervisor