'''About the presentation:''' In the "Highlights of the NRF 2018" presentation, Jorij Abraham from Ecommerce Foundation covers several examples on how retailers are using technology to create a better consumer experience, as presented during the NRF 2018 Retail's Big Show. '''The biggest learnings:''' '''A.I.''' Artificial intelligence is clearly reaching maturity. According to Salesforce you cannot spell retail without A.I. According to Apple, 77% of the consumers want personalized offers and 67% will exchange data for better service. A.I. can help the retailer in the entire purchase journey from predictive search, sorting, recommendations, messaging, automated chat, and more. You can also read more about A.I. from Salesforce [https://blog.demandware.com/shopper-experience/whats-next-fourth-industrial-revolution-using-ai-fuel-customer-success here] '''Love Brands''' “Love Brands” may be the answer. These brands combine creating experiences with being data driven, emphatic with logic, cultural centricity with globalization and seamless at the front with sophistication at the back. Several start-ups like the Boxed, Museum of Ice, Brandless, &Pizza, BARK presented themselves, emphasizing that the lessons learned are not coming from the established retailers.