As artificial intelligence becomes central to retail strategy heading into 2026, many companies are rethinking how technology fits into the customer experience. While AI dominates conversations across the industry, REI is reinforcing its commitment to a different competitive advantage: its people.

CEO Mary Beth Laughton, who stepped into the role nearly a year ago after leadership positions at Athleta, Nike, and Sephora, emphasized that REI’s “green vest” associates remain a cornerstone of the brand’s differentiation, both in physical stores and digital experiences.

Human Connection in an AI-Driven Retail World

Speaking at a major retail industry event in New York, Laughton acknowledged that AI is rapidly making transactions faster and more seamless. However, she stressed that ease and personalization alone are no longer enough to stand out.

According to Laughton, while AI-powered convenience is becoming table stakes, emotional connection and relationship-building will define which brands succeed. Retailers that can foster trust and genuine engagement will ultimately win customer loyalty.

The Role of REI’s “Green Vest” Associates

At REI, green vest associates are more than sales staff. They serve as trusted guides for outdoor enthusiasts, offering hands-on expertise such as backpack fittings and activity-specific advice rooted in personal experience.

These associates have become deeply resonant with customers. Laughton noted that REI highlighted green vests in its most recent holiday campaign, featuring them recommending gift ideas. The initiative reinforced the emotional bond between the brand and its community.

Extending Expertise Into Digital Channels

REI is also expanding the role of green vests beyond physical stores. Over the past six months, the retailer has begun integrating employee insights into online product pages through testimonials and video content.

This approach has delivered measurable results, with Laughton noting a conversion lift driven by authentic employee perspectives. The strategy blends digital convenience with human credibility, creating a more trustworthy online shopping experience.

Balancing AI Innovation With Trust

While REI is not ignoring the growing influence of AI, Laughton emphasized the importance of balance. AI is expected to touch every stage of the retail journey, and its speed and intelligence are undeniable advantages.

However, Laughton believes trust will become the defining differentiator as AI adoption accelerates. Technology can be fast and effective, but it cannot replicate lived human experience.

REI’s green vests bring firsthand outdoor knowledge that AI simply cannot reproduce — experiences like hiking, camping, and real-world exploration. That authenticity, Laughton says, is what the brand can uniquely offer in an increasingly automated retail landscape.