
Published 21 April 2021
Matt Zara,
Rebecca Hobbs
The current frenzy of excitement surrounding non-fungible tokens (NFTs) reveals a strong commercial opportunity for brands – particularly around hype-building and charitable initiatives. NFTs have potential across industries – from fast-food to fragrance, digital fashion, sports and art. We shine a spotlight on some of the key early concepts.



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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...