NRCE 2026 Shows How Philippine Retail Is Adapting to an AI-Driven Future

NRCE 2026 Shows How Philippine Retail Is Adapting to an AI-Driven Future | NRCE 2026 at SMX Manila highlighted how artificial intelligence, digital transformation, customer experience, and innovation are reshaping Philippine retail as the PRA marks its 50th anniversary.

MANILA, Philippines — Philippine retail is entering a period where technology, changing consumer expectations, and the ability to adapt are becoming increasingly important to business success.

That was one of the central messages of the 32nd National Retail Conference and Expo (NRCE) 2026), which concluded its two-day run on August 6 and 7 at the SMX Convention Center Manila.

Held under the theme “New. Next. Forward.”, the event brought together retailers, entrepreneurs, suppliers, technology providers, business leaders, and other stakeholders to examine where Philippine commerce is headed and how businesses can prepare for the changes ahead.

The conference also coincided with the 50th anniversary of the Philippine Retailers Association (PRA), adding a historic dimension to this year’s gathering.

AI Moves From Conversation to Retail Strategy

Artificial intelligence was among the most prominent subjects at NRCE 2026, reflecting its growing influence on how businesses operate and engage with consumers.

Retailers are increasingly exploring AI and automation not only to improve efficiency but also to enhance customer experiences, analyze information, support decision-making, and develop new ways of doing business.

Joseph Phi, Group CEO of Li & Fung, discussed the need for businesses to move with the changing environment and highlighted a future in which people and AI work together to expand capabilities.

The message was particularly relevant for Philippine retailers navigating an increasingly digital marketplace.

Technology, however, was not presented as a solution by itself.

Dustin Lacap of McDonald’s Philippines emphasized the importance of viewing technology as an investment, while RJ Paculan and Paolo Broma of TBWA\SMP stressed that businesses should begin with a problem that needs solving before choosing the technology to address it.

For smaller businesses, that approach can be particularly useful. Digital transformation does not necessarily mean adopting every new technology available. It can mean identifying one operational or customer problem and finding a practical solution.

Retail Innovation Extends Beyond the Store

The NRCE 2026 Expo demonstrated how broad the modern retail ecosystem has become.

Hundreds of exhibitors presented solutions covering artificial intelligence, payment systems, point-of-sale technology, logistics, warehousing, e-commerce, omnichannel retail, store design, marketing, financial technology, sustainability, business services, and other emerging technologies.

The exhibition gave retailers an opportunity to see products and solutions in operation, speak directly with providers, and explore potential partnerships.

It also reinforced an important point: retail innovation isn’t reserved for the biggest companies.

Businesses of different sizes can use technology to improve inventory management, payments, customer engagement, marketing, operations, and other areas of the customer journey.

People Still Drive Retail

Despite the focus on technology, NRCE 2026 repeatedly returned to the importance of people.

PRA President Alice Liu emphasized that retail remains fundamentally a people business, encouraging industry stakeholders to approach change with curiosity, courage, and confidence.

The theme extended into discussions about leadership and succession.

A fireside conversation involving Bryan and Brandon Liu of Golden ABC and Jathniel and Justine Thai of Primer Group of Companies examined the challenges of preparing the next generation to lead family businesses.

For Philippine retailers, this is increasingly relevant as established companies balance institutional experience with the ideas and capabilities of younger leaders.

Adaptability Becomes a Business Asset

Another recurring theme was resilience.

Retailers are operating in a marketplace where consumer behavior can change rapidly and where technological disruption can alter entire categories.

Roxanne Farillas of RAFFCO/Plains & Prints, Toby Claudio of Toby’s Sports, and Paolo Misa of PUMA Philippines, in a discussion moderated by Mary Jade T. Roxas-Divinagracia of PwC Philippines, shared perspectives on adapting and reinventing businesses in response to disruption.

The lesson is straightforward: protecting what already works is important, but retailers also need to be willing to rethink their businesses.

This applies equally to emerging Filipino brands.

Josh Boutwood, Mark Ocampo, and Abi Marquez discussed how Filipino businesses can compete internationally by leveraging authenticity, craftsmanship, and storytelling.

Customer Experience Remains the North Star

The closing discussion brought the conversation back to the foundation of retail: the customer.

Teresita Sy-Coson, Chairperson of SM Investments Corporation, and Steven Tan, President of SM Supermalls, in a fireside conversation moderated by Rico Hizon, reflected on the evolution of Philippine retail and the leadership principles associated with the late Henry Sy Sr.

The underlying lesson remains relevant in an increasingly technology-driven marketplace.

AI can improve efficiency. Data can support smarter decisions. Digital platforms can expand reach.

But consumers ultimately determine whether a retail business succeeds.

The Next Phase of Philippine Retail

NRCE 2026 ended with a retail industry that appears increasingly prepared to embrace change while retaining the principles that have always mattered.

The PRA’s 50th anniversary provided an opportunity to look back at the organization’s contribution to Philippine retail while also looking ahead to a more technology-driven and competitive environment.

For retailers, the next challenge is not simply adopting technology.

It is learning how to use technology with purpose—to solve real problems, understand customers better, empower employees, strengthen operations, and create sustainable growth.

That may ultimately be the most important interpretation of the NRCE 2026 theme.

New ideas. Next-generation capabilities. Forward movement.

For Philippine retail, the next chapter has already begun.