
Published 20 December 2024
Further leaps in new-wave artificial intelligence (AI) (unlocking connections which are practical, hyper-personal and/or creatively seductive), continued economic anxieties and a resurging desire for more socialised brand experiences – online and off – will drive 2025’s biggest brand engagement movements. We decode three core trends: cannily curbed consumption, synth sidekicks, and the resurgence of squad shopping.



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At NRF 2026 in New York (January 11-13), AI’s radical reshaping of retail (AI-enabled ‘chat to checkout’; mastering generative engine optimisation – GEO – and loyalty-forging branded AI co-shoppers) dominated discussion among apparel, grocery, home improvement and outdoors brands. Other major talking points included...