With great opportunity comes great risk. An AI breakout, a £350m lesson, and what retailers must do to defend themselves.

The AI subsidy will end. Your architecture decides whether that matters.

As part of our ongoing partnership with the World Retail Congress this year, we handpicked 13 technologies to take part in the Value Creator Zone, moderated a panel on unlocking real AI value and curated a landmark report containing 30 real-world case studies in retail.

What do technology and AI hold for the future of farming and the protein supply chain? See our key reflections from last week's event at True House.

As part of Q5's final event in their "What's Next" series with Prospect Magazine, our Executive Chair and Co-founder took part in a panel exploring the future of leadership, humanity and power in AI-driven world.

The five themes from this year's NRF that we believe matter the most.

Experiments in Agentic commerce: implications for customers, brands and retailers.

In our latest blog, we break down five themes we saw at Web Summit 2025, from agentic commerce to enterprise AI, cybersecurity, creators and robotics, and what they signal about how retailers and brands will build and compete over the next 18–36 months.

Why does AI empower individuals but stumble when scaling across organisations? In our third blog on Large Language Models, Advisory Principal George Brain unpacks what MIT calls the "GenAI divide."

This is the latest blog in our series on key risks associated with LLMs and how to overcome them. Here we unpack the potential issues that arise when used to power consumer-facing features/applications without sufficient guardrails and a handful of simple strategies to prevent them.

Our latest blog unpacks the common issue of Large Language Models and their tendency to hallucinate. Advisory Analyst Cara Hogg explores what they are, why they happen and offers practical strategies for working around them.

Molly Walsh explores the acceleration of stablecoins, why they matter now and their potential for retailers and global brands.

Meta’s recent decision to suspend third-party fact-checking in the US marks a major shift in how online content is governed. Replacing it with a community-led model introduces both opportunities and challenges for brands navigating an increasingly fragmented and volatile digital landscape. Noa's blog explores what Meta’s policy shift means for brands, consumers and the future of content governance.

AI agents, inspired by the viral HustleGPT movement back in 2022, are opening up bold new possibilities for retail. This piece explores how autonomous brands—powered by AI—could reimagine how retail businesses operate, scale and grow. It's a glimpse into the future where innovation isn't just about what companies offer, but how they're built from the ground up to work smarter, faster and better.

We partnered with the World Retail Congress to curate its Startup Zone, highlighting ten groundbreaking businesses and their technologies redefining the future of retail.

We are excited to announce our strategic partnership with Newton, bringing together Newton’s deep operational expertise and our technology-driven advisory approach to supercharge value creation across the consumer and retail sector.

After a packed three days of meetings with leading retailers, brands, tech businesses—plus connecting with our US corporate partners, the True team are back from Shoptalk Las Vegas 2025.This year’s agenda focused on the four fundamental qualities today’s consumers expect: customer hospitality, value, inspiration and a strong reason for being. With Liam Buswell and Jamie Campbell representing True on the ground in Vegas, here are their insights from this year’s event.

We are pleased to announce the appointment of former global CIO of Burberry and Unilever's consumer business, Mark McClennon, MBE, as Senior Advisor to True.

Innovation analyst, Noam Silva, explores how sustainability in retail faces a critical paradox. While 80% of consumers claim they'll pay more for sustainable products, their purchasing decisions tell a different story. As businesses navigate climate commitments and greenwashing concerns, economic pressures threaten to overshadow sustainability initiatives. Yet the path forward is clear: companies must transform their environmental efforts into measurable business value.

On Wednesday 20th November, we hosted our latest annual Tech Showcase. The evening brought together leading retail and consumer industry innovators to explore eight cutting-edge technology solutions that are driving top-line growth and bottom-line efficiencies.