Hybrid event

NRF Retail Law Summit 2026

3-5 March 2026

United States

Hogan Lovells sponsored this session, which focused on agentic ecommerce tools that autonomously execute transactions and optimize retail operations, which are rapidly gaining traction as technology companies acquire AI-driven commerce platforms and retailers adopt these solutions at scale. While the commercial upside is significant, the legal implications are often underestimated.

This session examined the key transactional, intellectual property and data privacy issues raised by agentic ecommerce. From an M&A perspective, the discussion highlighted diligence and integration challenges that arise when acquiring or partnering with AI commerce providers. The session looked at how retailers and brands may unintentionally permit broader AI training and data use than anticipated, and where vendor licensing terms may not align with actual data practices.

The presenters addressed U.S. and EU data privacy considerations and offered practical guidance on how retailers can identify risk, structure contracts, and protect data and IP as agentic ecommerce adoption accelerates. This session was designed to help in-house teams spot red flags early and make more informed decisions when evaluating or deploying these technologies.