eTail Toronto 2025: Industry Leaders Discuss AI and GEO Strategies for 2025

Every year, eTail Toronto turns the city’s retail scene into a thinking hub. 

But 2025 felt different - the air buzzed with 500+ leaders from Hudson’s Bay, GDI, Knix, Sephora, Roots, FOSSIL Group, and Walmart Canada trading caffeine-fueled conversations about what’s next for digital retail.

AI and GEO strategies dominated the spotlight, yet the bigger picture focused on loyalty that sticks, sustainable growth, and retail that feels genuinely human.

eTail Toronto 2025, Summed Up in Five Core Themes

A quick read on what set the tone for retail’s next chapter at the grand eTail event. 

1. AI & GEO: From Experiment to Enterprise Use
   Retailers are taking AI out of the lab and into action, using generative models and analytics as everyday retail tools backed by a strong culture and relevance.
2. Data Clarity, Structure & Governance
   A big spotlight on “plumbing data” by breaking silos, cleaning flows, and syncing teams so insights actually power decisions.
3. Localized Intelligence & Contextual Relevance
   Beyond surface-level personalization, brands are using regional signals and market behavior to craft context-rich experiences that resonate.
4. Human-Centric Responsibility & Trust
   Ethical AI, sustainability, and transparency were among the main talks, defining success around long-term trust instead of short-term metrics.
5. Speed, Agility & Experimentation Culture
   The new rulebook favors rapid beta runs, quick feedback loops, and fearless testing. Progress beats perfection every time.

When AI Stops Talking and Starts Selling

At eTail Toronto, it was clear that futuristic hype had become tangible results. Tools that once seemed abstract were now actively solving real retail challenges:

• Pricing systems adjusting instantly when items are returned

• Demand forecasts updating mid-week instead of the month-end

• Content tests finish in minutes rather than stretching over months

At the panel, The Building Blocks for a Successful AI Strategy, Ron Ijack (CTO, Knix), Tom Maryniarczyk (VP, Loyalty & Customer Analytics, Pet Valu), and Thomas Hamilton (VP, Sales and Marketing, Snuggle Bugz) showed how they use analytics in everyday operations to increase revenue, reduce waste, and react faster to demand changes. They emphasized clarity, collaboration, and focusing on projects that drive meaningful outcomes.

In a keynote fireside chat, “Leveraging Emerging Tech and Platform Strategy for Long-Term Resilience,” David Stevens (CTO & CIO, Groupe Dynamite) and Tara Conway (VP, Community Executive) discussed identifying emerging tech before it peaks, measuring ROI with precision, and building an innovation culture that strengthens retail resilience.

Related Insight > Inside Paris Retail Week 2025: Innovations Shaping the Future of Retail

Inside the GEO Shift That’s Rewriting Retail Logic

Retail moves in rhythms shaped by local habits, events, and daily patterns. Panels revealed how brands align messaging and experiences to match each community, keeping interactions relevant and trusted while maintaining a consistent identity.

Highlights of the session:

• Tailoring communications to regional preferences and cultural nuances

• Aligning in-store, digital, and partner channels around a unified local strategy

• Balancing personalization with brand authenticity in every customer moment

Speakers shared real-world perspectives. Deana Georgas (Head of Industry, Growth, TikTok), and Richard Sejean (Lecturer, Concordia University) discussed understanding local signals to build trust and keep experiences meaningful.

The Moment Everyone Sat Up and Took Notes

When big brands like Roots took the stage, the room went from buzzing to fully attentive. Leslie Golts, CMO of Roots, led the keynote exploring the brand’s approach to staying relevant, authentic, and connected.

Keynotes offered powerful, hands-on strategies for retail leaders. Implementing Effective Retail Strategies Driving LTV highlighted practical ways to boost growth across digital, store, and omnichannel channels. Speakers, including Robert Allan (Director of Paid Media, Home Hardware), Danyal Ali (Head of Consumer and Customer Insights, IKEA), and Chris Jones (President, CANNABIS XPRESS), focused on optimizing product, pricing, and promotions, leveraging loyalty programs, and balancing innovation with efficiency.

Building Brand Love with the Power of Storytelling saw top brands mold narratives for lasting loyalty. Sarah Badun (VP & General Manager, Casper Canada), Jayme Jenkins (Co-Founder & Chief Brand Officer, Everist), and others shared strategies to use data to craft authentic stories, engage customers, and cultivate deep emotional connections.

Related Insight > From Nike to Netflix: How Top Brands Nail Digital Storytelling

The Quiet Conversations That Stole the Show

The best parts of eTail Toronto happened away from the stage - in the laughter, handshakes, and caffeine breaks that powered the hallways.

• Ask the Expert Speed Rounds: Retail’s version of speed dating, packed with sharp insights

• Women in eTail Breakfast: Candid conversations over coffee, not buzzwords

• First-Timers Meetup: A soft landing for newcomers, minus awkward intros

• Curated Private Tastings: Data talk met local wine

• Author & Book Signing: A reminder that retail still thrives on stories

Where the Real Magic Happened (Hint: Not on Stage)

The real insights came through networking in hallway conversations, table-side chats, and coffee breaks. Across tables and corridors, strategy came alive in sketches and side discussions. 

Someone drew a funnel, another added a datapoint, a third asked how it affected returns, and suddenly a pilot plan formed. That human triage of ideas felt more valuable than any keynote.

One Last Question: Can Retail Stay Human in a World Running on Code?

A single question echoed across sessions. How can retail stay human when algorithms handle almost everything?

Speakers agreed that empathy remains the true advantage. Machines can sort and predict, but connection still belongs to people.

Build emotion into automation, knowing when to listen, when to respond, and when to simply pause. 

Retail will reward brands that pair smart systems with unmistakable human care. Start small, test fast, keep people at the center. TRU for retail helps design experiments and roll out successful ideas across teams!