This year’s Shoptalk conference reaffirmed that retail is undergoing a transformation powered by technology, data, and changing consumer expectations. The conversations were wide-ranging, but five clear themes emerged across sessions, panels, and brand discussions. These insights signal where the industry is headed – and where forward-thinking brands need to focus next.
1. AI Is Driving the Next Wave of Personalization
Artificial Intelligence has moved well beyond buzzword status – it’s now at the core of how brands are reimagining the consumer journey. At Shoptalk, the shift toward generative AI was front and center. It’s not just about using AI to interpret past behaviors; it’s now about creating net-new, dynamic experiences that evolve in real-time.
Retailers are leveraging AI to create predictive models that anticipate needs before consumers even express them – whether it’s through hyper-targeted product recommendations, AI-generated content for PDPs, or real-time customization of site experiences based on behavior. Brands are also beginning to explore generative AI for in-store personalization, bridging digital insights with physical interactions. The goal? A seamless, consistent, and truly personal brand experience, no matter where or how the shopper engages.
2. The First-Party Data Dilemma in Physical Retail
As privacy shifts continue to make third-party data less accessible, brands are doubling down on first-party data strategies. But for companies that sell primarily through retail partners, unlocking meaningful consumer insights remains a major challenge. While brand websites and DTC channels offer some visibility, the moment a product hits a physical shelf, the consumer becomes almost invisible.
At Shoptalk, many brand leaders spoke candidly about the lack of clarity around how to begin gathering first-party data in-store. Retailers, understandably, are protective of their own data – and that often leaves brand manufacturers in the dark. To bridge the data gap in physical retail, some brands are testing in-store tactics like QR codes, loyalty programs, and digital tools that prompt shopper interaction and capture first-party data. The consensus: owning the customer relationship – even partially – is becoming a strategic imperative.
3. eCommerce Image Optimization Is Lagging Behind
While AI is rapidly transforming how brands generate product content – think product descriptions, email copy, ad creatives – image optimization isn’t getting the same level of attention. And yet, visual content plays a crucial role in driving conversion across eCommerce platforms.
Many Shoptalk conversations revealed that brands are still defaulting to traditional product imagery, missing an opportunity to test and optimize visuals based on how different consumer segments respond. This is where technologies like Behaviorally’s eCom.AI can play a transformative role. By using AI to analyze and evaluate your e-commerce visuals, eCom.AI identifies which images resonate most with consumers and which fall flat. It offers scalable solutions to test multiple image variants, optimize visuals for specific platforms, audiences, or product categories, and ultimately drive higher sales conversions. As consumer expectations for visual quality and clarity continue to rise, AI-driven image strategies will become essential in staying competitive and capturing consumer attention at scale.
4. Personalization at Every Touchpoint Is No Longer Optional
Retail personalization is evolving from a nice-to-have to a baseline expectation. Shoppers want to feel recognized – not just during email campaigns but throughout their full engagement with a brand. At Shoptalk, the message was clear: personalization needs to be omnichannel, integrated, and real-time.
Leading brands are moving toward unified personalization strategies that stitch together data from email, site behavior, mobile apps, loyalty programs, and even in-store activity. Personalization is being driven by AI, but also by smarter data integration and a clearer understanding of customer context. For example, serving personalized content on a homepage is good – but serving contextualized content based on purchase history, browsing patterns, and even real-world behavior is better. The winners in this space will be the ones who can personalize with precision, without crossing into the “creepy” territory.
5. Private Label Pressure: Competing in a New Value Landscape
Private labels are no longer just bargain-bin options – they’re now competing head-to-head with national brands on quality, packaging, sustainability, and innovation. Retailers are investing more than ever in their private label portfolios, and the results are showing up on shelves: better products, sharper branding, and increasingly loyal customer followings.
At Shoptalk, brands acknowledged the challenge of maintaining relevance and value in this new environment. Competing on price alone is no longer a sustainable strategy. Instead, national brands are leaning into their equity – highlighting product superiority, unique benefits, and emotional connection. Some are exploring collaborative programs with retailers to co-own categories or innovation pipelines. Others are investing in stronger brand storytelling and differentiated shopper experiences. The takeaway? Competing with private labels means doubling down on what makes the brand unique – and proving it at every touchpoint.
Final Thoughts
Shoptalk 2025 painted a clear picture of the retail future: intelligent, personalized, data-driven, and deeply consumer-centric. The brands that succeed will be those that embrace AI as a strategic partner, find new ways to understand and reach their consumers, and stay agile in the face of fast-changing competition. Whether it’s optimizing content, owning the data conversation, or redefining value in the face of private label pressure – the time to act is now.
Want to learn how AI can optimize your e-commerce visuals and drive higher conversions with decision precision intelligence? Get in touch with us today!
THE AUTHOR
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Corey Zinser is a Director of Business Development at Behaviorally. With a background in marketing and sales, he has a true passion for partnering with CPG, health and wellness, and beverage companies guiding them through their upcoming initiatives, projects, or challenges. Outside of the office, Corey enjoys time spent with his wife and two children, whether it's exploring nature through hiking and biking or embarking on exciting travel adventures.
