Payface at NRF 2025: AI, Organizational Transformation and Integrated Journeys Guide the Future of Retail

NRF 2025 consolidated its role as the largest global retail event, bringing together more than 40 thousand attendees and one thousand exhibitors in New York to discuss innovation, technological transformation and emerging trends in the sector.

Payface was present at the event, integrating the BTR-Varese delegation. Represented by its COO, Felipe Barroso, the company immersed itself in the vibrant retail scene of New York, with visits to iconic and modern showcases of the city and an immersive experience with Apple Vision Pro in the Apple flagship.“Understanding the context of one of the world capitals of retail was essential to align the trends presented at NRF to our vision of innovation”, commented Barroso.

Artificial Intelligence: The Great Featured

Artificial intelligence (AI) was the main focus of the event, permeating discussions on how it is transforming the connection between brands and consumers, personalizing experiences and optimizing operations.Leaders such as Deb Hall of Starbucks and Todd Garner of the Sam’s Club highlighted rapid experimentation and adoption at scale as an essential strategy to maximize the potential of AI.

Among the practical solutions presented by exhibitors at the fair, AI agents for design, marketing, pricing and logistics stood out. These tools enable the agile creation of collections and campaigns, dynamic pricing by location and personalized routing of shipments and returns, providing more assertive decisions, faster results and more personalized consumption experiences.

Michelle Evans, from Euromonitor, pointed out that although technology makes shopping journeys more complex, it also raises consumer expectations for integrated and fluid experiences.In addition, she highlighted the growing role of the private label, which is no longer just a low-cost alternative to become a strategy to strengthen brand identity.

Payface: Technology for More Agile and Customized Shopping Journeys

In this context, Payface technology stands out.“Our AI-based facial biometrics offer secure, fast and personalized shopping journeys.For the private label segment, for example, we integrate biometric identification and payment with retailers' own POS systems and means of payment, ensuring a fluid experience both online and offline”, explained Felipe Barroso.

Other innovations featured at the event included 360-degree video booths, which use body mapping for style and size recommendations, and sensor-based stickers for gondola application, which allow for better rupture and inventory management.

The Retail Future

NRF 2025 confirmed that the future of retail will be shaped by a combination of technology and transformation in the way companies organize and execute their processes.In a dynamic, fragmented and competitive market, adopting technology as the core of operations and strategic decisions is no longer a competitive advantage to become essential to the survival and evolution of companies. In this context, Payface's facial biometrics identification, authentication and payment solutions will play a decisive role, boosting leading companies in the new retail era.