Intro: A New Era for Retail at NRF 2026
At NRF 2026, commercetools unveils a refreshed vision for Agentic Commerce through a slate of updates designed to accelerate the adoption of AI-driven shopping experiences. The company showcased Stripe ACS enhancements, a broader AI Hub, and practical uses of its Agentic Commerce Suite (ACS) that empower enterprises to connect discovery with seamless purchasing. The event highlighted how brands can stay discoverable and truly shoppable in an era where artificial intelligence assists every step of the buyer journey.
Stripe ACS Updates: Streamlined Payments in an AI-Driven World
One of the central demonstrations at NRF 2026 was the deeper integration of Stripe’s Account Status and Compliance (ACS) with commercetools’ platform. The updated ACS workflow promises smoother authentication, reduced friction for customers, and stronger security controls for enterprise merchants. By combining Stripe ACS with the Agentic Commerce Suite, retailers can offer frictionless payment experiences while maintaining high standards for regulatory compliance and risk management. Early adopters note that enhanced ACS reduces checkout abandonment and speeds up the path from discovery to transaction.
AI Hub: Centralizing AI Capabilities for Enterprise Retail
The AI Hub is expanding beyond experimental pilots to become a central nervous system for AI-enabled commerce. Retailers can plug in large language models (LLMs) and AI assistants to support discovery, product recommendations, and conversational shopping. The AI Hub is designed to be data-safe, governance-first, and scalable, so enterprises can deploy AI capabilities across channels—from web storefronts to in-store kiosks—without compromising brand controls or privacy. At NRF 2026, commercetools demonstrated how AI assistants can interpret catalog data, identify relevant products, and surface direct paths to purchase, all while remaining aligned with a retailer’s policies and merchandising strategy.
Agentic Commerce Suite (ACS): Turning AI-Driven Discovery into Revenue
The heart of the conference focused on ACS, a set of tools that enable AI-driven discovery through large language models and AI assistants, paired with a powerful product catalog and order management. A hallmark of ACS is its ability to connect AI-generated discovery with live inventory and checkout, creating a seamless shopping experience. JD Sports announced as the first retailer to leverage ACS to bridge AI-powered discovery with practical shopping actions, illustrating the potential for large-scale retailers to harness agentic capabilities without sacrificing performance or control.
Real-World Use Cases: How Enterprises Stay Discoverable and Shoppable
NRF 2026 emphasized practical deployments that businesses can replicate. Key use cases include AI-assisted product search, intent-based recommendations, and guided shopping experiences that convert engagement into orders. Merchants can optimize discoverability by ensuring product data is AI-ready and consistently indexed across channels. The synergy between AI-driven discovery and a robust commerce backend helps brands stay visible, relevant, and purchasable, even as consumer expectations evolve toward faster, more personalized interactions.
What This Means for Retailers
For enterprises, the mix of ACS updates, Stripe ACS improvements, and the AI Hub signals a unified approach to modern commerce. Retailers no longer need to choose between advanced AI capabilities and reliable checkout experiences; they can do both within a single, governed platform. The emphasis on discoverability—ensuring products surface in AI-driven queries—and shoppability—streamlined paths from discovery to payment—addresses core consumer needs in today’s digital economy.
Looking Ahead: Adoption, Compliance, and Growth
As retailers experiment with AI-enabled shopping, governance and data stewardship remain top priorities. commercetools’ AI Hub is positioned to provide the controls and transparency required for enterprise adoption, while Stripe ACS continues to reduce risk and friction at checkout. Together, these innovations create a blueprint for sustained growth where discovery leads to meaningful conversions, powered by agentic technology that respects brand integrity.
Key Takeaways
- ACS updates aim to simplify checkout and strengthen security for enterprise retailers.
- AI Hub centralizes AI capabilities with governance and data safety in mind.
- Social and search discovery become shoppable experiences through ACS-enabled AI assistants.
- JD Sports’ pilot demonstrates practical value of connecting AI-driven discovery to purchase.
Image Ideas
Photo concept: A group of diverse retail professionals in a modern conference setting, discussing a large screen displaying AI-driven commerce workflows. Natural lighting, realistic colors, no logos or text overlays.
