In the latest episode of The Backroom podcast, retail strategy adviser Doug Stephens joins Retail Dive to discuss what lies ahead for the industry in 2026 — especially as it grapples with technological change, evolving consumer attitudes, and societal expectations.
The conversation centers on the notion that the upheaval seen in 2025 is poised to continue into the new year, with trust emerging as a core retail imperative amid mixed feelings about artificial intelligence (AI) among U.S. consumers.
Stephens and Retail Dive Senior Reporter Daphne Howland explore how retailers should approach AI not merely as a tool but as a strategic consideration tightly linked to consumer confidence.
While business use cases for AI are expanding, research indicates that many consumers remain skeptical and favor regulatory safeguards, and clear impacts from AI on business performance are still emerging.
At the heart of the discussion is trust — between brands and their customers. Stephens highlights that as retailers deploy new technologies and data strategies, earning and maintaining trust will be vital to long-term success.
He also touches on how retail intersects with broader societal dynamics, suggesting that what the industry does in areas like customer experience, ethics, and technology governance will help shape its role in society at large.
The podcast reinforces that AI adoption in retail remains a double‑edged sword: it offers opportunities for operational efficiency and personalized engagement but also presents challenges around consumer perception and ethical deployment.
As the industry heads into 2026, Stephens’ insights suggest that technology strategy and human‑centered value creation must evolve in tandem to meet both market and societal expectations.
