The National Retail Federation has joined PACT AI as a founding member as retailers seek greater involvement in developing standards and practices for the responsible use of artificial intelligence.
The National Retail Federation (NRF) has become a founding member of the newly established Partnership for Assurance, Credibility, and Trust on AI (PACT AI), bringing the US retail industry into a wider effort to develop standards and infrastructure for AI assurance.
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PACT AI brings together businesses, independent technical experts, AI insurers and civil society organisations to develop ways of assessing whether AI systems are safe, secure and operating as intended.
NRF vice-president of AI and technology policy Caroline Reppert said the partnership would give NRF members a “meaningful voice” in developing standards and best practices for responsible AI deployment.
The move comes as retailers expand their use of AI across business operations and the shopping journey, increasing the focus on governance, security and accountability.
Retail voice in AI standards
Retailers are using AI in areas including customer engagement, product development and business operations.
The technology is also moving towards more autonomous applications. NRF research published in March 2026 found that AI agents were already being used internally to improve productivity, accelerate insights and streamline operations.
Consumer-facing AI agents were also beginning to browse, compare and purchase products on shoppers’ behalf.
These applications raise new governance questions, particularly when AI systems make or influence decisions affecting customers, employees and business operations.
NRF has established an AI Working Group through which retail members contribute to discussions on AI policy, governance and technology. Its Center for Digital Risk & Innovation has also examined governance and security requirements associated with agentic AI and agentic commerce.
Joining PACT AI extends this work into a broader cross-industry initiative focused on AI assurance.
Focus on AI assurance
AI assurance involves assessing whether an AI system operates as intended and identifying potential risks associated with its use.
PACT AI’s work focuses on three areas: policy development and advocacy, professionalising the AI assurance sector, and developing the market for AI assurance services.
For retailers, assurance could become increasingly relevant as AI systems are deployed across more parts of the business and interact more directly with consumers.
PACT AI executive director Bri Treece said AI assurance helps ensure technologies “work as intended” for the customers and employees who rely on them.
She added that bringing the retail industry into the initiative could help develop an approach to AI assurance that works for retailers of different sizes.
Growing need for AI governance
NRF’s involvement comes as the retail industry’s approach to AI shifts from experimentation towards wider deployment.
Its research on agentic AI has highlighted the need for governance and security foundations as retailers adopt more autonomous systems. These include AI agents that perform tasks within businesses and technologies that influence how consumers discover and buy products.
Retailers also need to consider how AI systems handle data, interact with customers and employees, and divide responsibilities between businesses and technology providers.
NRF has previously argued for a risk-based approach to AI oversight that balances consumer protection with businesses’ ability to develop and use the technology.
From adoption to assurance
NRF’s participation in PACT AI gives retail representatives a role in the wider discussion about how AI systems should be assessed and governed.
For retailers, this is becoming more relevant as AI moves from experimentation into wider operational and customer-facing use.
The focus is therefore shifting beyond where AI can be deployed to how businesses can assess its performance, manage potential risks and maintain accountability.
PACT AI’s formation adds to this wider focus on AI assurance, as retailers and other industries look for practical ways to determine whether AI systems are operating safely, reliably and as intended.
