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NRF 2025 Retail’s Big Show Europe: Thinking beyond omnichannel

France – In Paris, on the third and final day of NRF 2025 Retail’s Big Show Europe, conversations shifted toward the future of retail and the opportunities unlocked by mass AI adoption.

Speakers explored how technological innovation is driving a new era of commerce, enhancing everything from hyper-personalisation to supply chain optimisation. While importance was placed on gathering data from all channels (in-store, online, social and mobile) to create a comprehensive profile of each customer, the consensus was clear: ecosystems are only as strong as their data.

In a panel on the potential of AI, Rafael Pires, head of tech experimentation at MC Sonae, stated, ‘Your AI solution will only be as good as the data you have.’ This was echoed by Anika Vooes, chief acceleration manager at Rewe Digital, who added that ‘the less quality you put in, the less results you get out’.

Continuing to unpack the notion of unified commerce, Simone Dominici, CEO of Kiko, described how the Italian cosmetics giant is thinking beyond omnichannel. He shared how personalised engagement, frictionless checkout and flexible fulfilment are reshaping how beauty is discovered, purchased and delivered, referencing the brand’s 2024 loyalty programme, which rewards customers with exclusive gifts and beauty sessions.

Dominici stressed that technology must be deployed with empathy. ‘It’s about the quality of the engagement and the way you reach them in a very personalised way,’ he said. We highlighted similar trends in our EQ-Commerce macrotrend, which explores how retailers are using technology to create intelligent, empathic commerce journeys.

Strategic opportunity

Prioritise high-quality, connected data to power meaningful AI personalisation – from tailored offers to seamless fulfilment – creating brand touchpoints and experiences that keep customers coming back

Foresight Friday: Alice Crossley, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, senior foresight analyst Alice Crossley unpacks the concept of healthy hedonism and celebrates GQ’s latest cover story.

: I was lucky enough to spend the last week at Scorpios Bodrum on an Aegean Awakening retreat led by Remedy Place founder Dr Jonathan Leary.

The retreat balanced social wellness with cellular vitality and regeneration through a series of contrast therapy workshops, daily yoga, sound baths and a biodynamic menu, all complemented by the vibrant energy of Scorpios.

We’ve been tracking the longevity sector since 2023 and have written about social wellness extensively this year, but it’s interesting to see how a growing engagement in preventative wellness is evolving the travel and hospitality sector too: Scorpios Mykonos might be known as the ultimate party location, but its new locations are integrating wellness into the iconic nightlife experience.

It's the perfect example of what The Future Laboratory called Healthy Hedonism in our Future Five 2025: Future Spaces report in December last year. Holistic wellness isn’t just about zen and calmness, a healthy mind and body need a good dose of adrenaline, endorphins and oxytocin too.

: Elsewhere, GQ is reminding the world of the power of a magazine cover story with What’s so great about Britain?, an interview with 14 British icons on the state of the nation. At a time when roundabout painters and the likes of Tommy Robinson hog the headlines, it’s nice to be reminded that there's another, better, side of Britain too.

Scorpios Bodrum, Turkey

Quote of the Week

‘I live in London, so my idea of home and what it is to be British is inextricably tied up in multiculturalism. Britain wouldn’t be what it is without the contribution of immigrants and all the people who have been able to call Britain home’

Will Poulter, actor (source: GQ)

Stat: Half of all service cases will be resolved by AI in two years

AI imagery by The Future Laboratory, UK

Global – Artificial intelligence is rapidly reshaping customer service, with half of all service cases expected to be resolved by AI within two years, according to Salesforce’s State of Service report.

The survey of 6,500 service professionals worldwide highlights the opportunities and challenges AI will bring to the customer service sector. While teams still grapple with limited resources, talent shortages and system integration, those that consolidate their service data on a single platform are 1.4 times more likely to report successful AI outcomes.

Service leaders are increasingly optimistic about AI’s transformative role. Nearly four in five (79%) say investment in AI agents is essential to meet business demands. Companies are now deploying predictive, generative and agentic AI to deliver faster, more accurate and personalised customer interactions.

‘AI agents are redefining customer service by boosting efficiency, cutting costs and improving satisfaction,’ the report notes, pointing to a shift from experimental tools to core business infrastructure. As investment in this area accelerates, AI is set to become the default front line for customer engagement, with human agents stepping in only when complexity demands.

In our The Synthocene Era: Merging Human and Machine Intelligence report and AI topic, we explore how AI is moving from experimental to essential, and spotlight the brands using it to supercharge their businesses.

Strategic opportunity

Consider how your business can utilise AI-driven service platforms that unify data, streamline workflows and deliver predictive, personalised support – positioning human agents as specialists who solve complex cases while AI becomes the efficient, trusted frontline for customers