The Gen Z Blueprint: Predictions and Analysis from Retail’s Future Leaders
In this forward-looking session from What’s In Store for Retail Media Networks at NRF 2026, the spotlight shifts to the next generation of industry talent. Annalea Soudry-Maurer of the NRF Foundation leads a panel of 2026 Next Generation Scholarship recipients who are already redefining the retail landscape.
These future merchants and marketers provide a rare look at how Gen Z navigates the tension between emerging technologies like Generative AI and the irreplaceable human element of the physical store. From generating 300 million views via AI-driven content to envisioning a “frictionless” future where Large Language Models (LLMs) handle everything from search to payment, these students outline a decade-long roadmap for a more personalized, efficient, and values-aligned industry.
The discussion moves beyond tech to the core of consumer trust, highlighting why Gen Z often prefers user-generated content (UGC) and in-store audio over traditional sponsored ads. The panelists explain that while social media serves as the “subliminal” spark for their shopping journeys, the physical store remains the ultimate destination for sensory validation and social connection. Whether it’s the instant gratification of a POS impulse buy or the need for “social validation” when shopping with friends, these future leaders emphasize that brick-and-mortar isn’t fading — it’s evolving into a high-touch environment that must be as authentic as it is automated.
Watch this session to hear how tomorrow’s executives plan to bridge the gap between corporate strategy and the “humanistic” soul of retail.
Speakers:
Annalea Soudry-Maurer – Senior Director, University Relations and Programs, NRF Foundation
Jia Mei Lin – President of the NRFSA @ FIT
Polyxeni Politis – 2026-2027 NRF Student Ambassador, Boston University
Katie Tummino – Senior Public Relations Student, Marist University
Caylin Payne – Fashion Merchandising/Brand Management, University of Georgia
Joy Navarro – Student at LIM College; Head of Editorial at Theia