NEW YORK — AI is a topic on every retailer’s mind heading into 2026. But REI isn’t shifting focus away from one of its key assets: human employees.
Mary Beth Laughton — who stepped into the CEO role nearly a year ago after stints at Athleta, Nike and Sephora — highlighted the value its “green vest” store associates have for both the retailer and its customers, especially now in the age of AI.
“In a world where the transaction is just going to be super easy through AI, we've got to really lean into the green vests,” Laughton said at the National Retail Federation’s Big Show on Sunday. “The idea that a retailer will have a seamless, highly personalized experience feels like that's going to be table stakes. But the brands that can make the emotional connection with their customers and really build relationships are the ones that are going to win.”
Laughton said the green vests are more than just in-store associates: They’re “trusted guides” on the outdoors and provide services like backpack fittings. They also resonate with consumers.
“People really love the green vests,” Laughton said, adding that the retailer featured them in its most recent holiday campaign, where they recommended what products to buy as gifts. “It's great because it brings that real emotional connection to people.”
The company is looking to extend its green vests beyond stores to the digital experience. In the last six months, the retailer has begun integrating employees into its online product pages through testimonials or videos. It has resulted in a “conversion lift” for the retailer, according to Laughton.
The retailer isn’t naive to AI’s growing prominence in retail and beyond, though. The technology will likely touch every aspect of the retail journey, Laughton said. “We can’t underestimate it.”
But as more companies integrate AI into their businesses, human connection and the idea of “trust” will become the differentiating factor for businesses that resonate with consumers, according to Laughton.
“We are thinking a lot about: How can we leverage our green vests in this AI world?” Laughton said. “AI can be really fast. It can be really effective. It's super smart. But the thing it can't do is, really, that lived experience in the outdoors. It hasn't gone hiking. It hasn't gone camping. And so, that is what we can offer — our green vests have had that lived experience.”
