Visa Consulting & Analytics outlines 10 key strategies shaping the payments industry in 2025, driven by digital wallets, real-time payments, open banking, and generative AI. These include embracing cardless payments, crafting cross-border strategies for affluent consumers, mitigating application fraud, and enhancing SMB credit underwriting through data. GenAI is transforming customer service, fraud detection, and personalization. Other priorities include optimizing merchant authorization rates, integrating advanced tech, maximizing customer lifetime value, hyper-personalizing user experiences, and using data-driven approaches to better engage small businesses. The goal: enhance efficiency, security, and profitability across the payments ecosystem.

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