Visa Enhances Personalization and Transforms the Customer Experience with Next-Generation Payment Innovations

At its annual Payments Forum in San Francisco, Visa unveiled numerous innovations geared to transform digital payments and address the needs of merchants, businesses, financial institutions, and consumers in the coming years. The event, held at Moscone Center, emphasized the growing importance of new technologies like Generation AI (Gen AI) and digital identity and how they will shape the future of commerce.
“The industry is at a pivotal point—new technologies like Gen AI are rapidly shifting how we shop and manage our finances,” said Jack Forestell, Chief Product and Strategy Officer, Visa. “We’re announcing the next generation of truly digital-native payment card experiences. Today, we unveiled new card features and digital innovations that will bring consumers into a more customized, convenient, and secure future.”
One of Visa’s new offerings is Flexible Credential, which allows a single card to switch between payment methods, such as debit, credit, Buy Now Pay Later, and rewards points. This feature, already live in Asia, will launch in the United States with Affirm this summer.
Expanding on the success of “Tap to Pay,” Visa also introduced several new “tap” functionalities, including the ability for any device to serve as a point-of-sale terminal through its “Tap to Pay” feature. Other new features include online identity verification through “Tap to Confirm,” enhanced security through “Tap to Add Card” when adding a card to an app or wallet, and person-to-person money transfers through “Tap to P2P.”
Additionally, to offset rising online payment fraud, Visa launched the Visa Payment Passkey Service, which confirms a consumer’s identity via biometrics, streamlining secure online transactions without the need for passwords. Visa is integrating the Payment Passkey Service into Click to Pay to provide a more seamless and secure checkout process. 
Visa is also digitizing account-to-account (A2A) payments with its “Pay by Bank” feature, enhancing the experience for non-card payments. Following a successful pilot in Europe, this technology will soon be available in the U.S. The card company is also launching Visa Protect for A2A Payments to mitigate fraud in real-time payment networks. 
Finally, Visa will use data tokens to enhance consumer control over personal data and, through AI insights, provide a superior, personalized shopping experience. 
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