[Edaily Reporter Kim Jeong-yu] The key technology that has undoubtedly defined the global retail industry this year is "artificial intelligence" (AI). AI companies were also prominently featured as "Innovation Companies" at the "NRF (National Retail Federation) Retail's Big Show APAC (Asia-Pacific) 2026," an event that showcases trends in the global retail industry. They are expanding the points of contact between retailers and consumers through technologies such as AI agents specialized for retail, marketing utilizing digital humans, and biometric payment systems.

At the NRF Retail’s Big Show (NRF Big Show) held in Singapore on the 4th (local time), numerous technology-driven innovative companies capable of integrating with the retail industry were introduced. A separate exhibition booth named the “Innovation Showcase” was set up to showcase their technologies. An NRF APAC official met at the event explained, “We selected these innovative companies based on their ability to solve key challenges in the retail industry, product-market fit, and scalability.”

The list of innovative companies included the Korean firm MeasurCommerce. This company offers "Trendier AI," an AI agent specialized in the cosmetics (beauty) sector, on a subscription basis. Shin Ji-sun, Head of Data Business at Trendier AI, said, “It is capable of not only simple quantitative analysis but also qualitative analysis.” She added, “As K-Beauty brands have recently been making waves in the global market, quickly identifying trends has become crucial. Trendier AI continuously tracks how supply and demand in the beauty industry are changing.”

Trendier AI analyzes data from global e-commerce platforms and other sources to identify review keywords for brands and products that are rapidly gaining popularity. It currently serves over 3,000 beauty brands, manufacturers, ingredient suppliers, and distributors worldwide. Its client list includes major corporations such as CJ Olive Young, #AmorePacific, and #Cosmax.

Shin emphasized, “Data is paramount for AI, and Trendier AI aims to expand its reach beyond the e-commerce platform data we currently possess to include regions such as South America and India,” adding, “Our strengths lie in big data and our proprietary logic.”

Chinese companies have also made significant strides in the AI sector. Beijing-based "John Smith AI" is a company that has implemented AI-based live streaming. It is currently applied to major e-commerce platforms such as Taobao, JD.com, Shopee, and TikTok, and collaborates with over 600 brands. John Smith AI highlights its technology featuring a digital human named "Coco," which uses generative AI to promote brands and drive sales.

A John Smith AI representative met on-site emphasized, "This digital human is capable of real-time communication that reflects cultural contexts, including not only English but also Japanese, Korean, various Chinese dialects, Tagalog, and Vietnamese," adding, "The AI digital human communicates with consumers in real time and can integrate with various shopping platforms through our proprietary software, 'Cell Show.'"

The representative also expressed strong interest in entering the Korean market. He noted, “Korea is a powerhouse in the e-commerce sector and a market with high economic potential,” adding, “We would like to actively enter the Korean market.”

U.S.-based ‘Cartsy AI’ is a solution that learns users’ eating habits and dietary preferences to recommend products. For example, if a user has high cholesterol, it suggests pepper and garlic instead of salt, or if a specific type of meat is in the shopping cart, it recommends the oil needed for cooking. It searches for grocery stores within 5, 10, or 20 miles of the user’s location and suggests the best prices for each item.

A company representative explained, “Product recommendations are not made based on factors such as brand advertising budgets, but are strictly based on consumer needs and preferences,” adding, “We are focused on providing consumers with suitable grocery shopping options and offering meaningful competitive data (such as competitor churn) to retailers and brands.”

"Wink," headquartered in Texas, drew attention by showcasing a payment solution utilizing biometric authentication technology. A key feature is its payment infrastructure, which is not limited to specific platforms like ‘FacePay’ or ‘WeChat Pay’ but can be integrated into any point-of-sale (POS) terminal or online system. The company highlights a structure that verifies identity through the user’s face, palm, or voice and links this to various credentials—such as payment cards, membership cards, or passports—to consolidate authentication into a single step.

Ahmed Khan, a company representative met at the event, demonstrated the process by registering the reporter’s face and palm, linking them to a virtual Visa card and address, and ensuring the same recognition on other POS devices. He explained, “The AI agent performs payment tasks on behalf of the user, pre-authenticating their identity to ensure transaction reliability.”

AI technology in the retail industry is no longer viewed as limited to specific functions but is recognized as essential infrastructure spanning all areas. It is being adopted across a wide range of sectors—from retail to wholesale and the consumer sphere—while simultaneously evolving into more functionally specialized technologies. Currently, global AI companies are actively developing technologies targeting the retail sector, which offers numerous opportunities for integration.

In particular, AI agents are viewed as the key to realizing “agent-driven commerce” by serving as shopping assistants for consumers and automating processes ranging from search and comparison to shopping carts and payment. In fact, the use of AI in the retail sector among consumers in the APAC region is gradually increasing. According to the NRF, 39% of APAC consumers are already using AI when shopping online, and even among those who do not currently use it, 40% intend to do so in the future.

“The potential adoption rate for AI reaches 80%,” said Jill Dvorak, Senior Vice President at the NRF. “Retailers will expand their use of AI not only for efficiency but also to optimize personalized journeys, decision-making, and customer engagement.”