A tale of technologies: The role of AI, contactless and automation in airport retail’s future

In recent years, airports have increasingly turned to digital-first solutions to reduce wait times and streamline the traveler experience, with artificial intelligence, contactless payments and Just Walk Out (JWO) as three such technologies leading the way. Thomas Kaneko Henningsen of Blueprint, a strategic consultancy in travel retail, sees this as evidence of the industry’s willingness to experiment and embrace future-driven operational integration.

He points to examples such as the automated duty free store at Brussels Airport, contactless ordering screens at Stockholm Arlanda’s Jureskogs restaurant, and innovative applications in travel retail including the robotic restaurant SELF at Barcelona-El Prat Airport and the industry-first palm vein payment technology introduced by Lotte Duty Free at Seoul’s Gimpo International Airport as proof of how technology is reshaping efficiency and enhancing the passenger experience.

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Artificial intelligence, contactless payments and Just Walk Out (JWO) technology each serve different purposes in airport retail. Contactless payments streamline transactions at traditional checkouts, reducing queues and speeding up purchases. JWO allows travelers to shop without any checkout at all, keeping stores open 24/7 and enabling a seamless grab-and-go experience. AI supports both approaches by powering data gathering, customer profiling and predictive shopping analysis, providing insights to optimize operations and personalize service.

Theo Goldberg, Director at Airport Retailers Association (ARA), a non-profit that works with Schiphol Airport to enhance the passenger experience, believes that contactless payments and JWO are an expectation of travelers. “We are seeing that passengers increasingly make conscious choices for shops and food and beverage outlets where they can pay quickly and without physical contact,” he shares.

Lacoste is testing contactless payments in several travel retail locations, recognizing the value of speed and convenience, especially for time-pressed travelers. “In busy airport settings, the ability to make quick, seamless purchases is a clear advantage, especially for consumables and products without sizes or technical details,” says Erin Lillis, Lacoste’s Travel Retail and Corporate Director, APAC.

In luxury and experiential retail, the rollout has been more cautious. "Contactless and JWO adoption is slower in luxury boutiques and experiential zones, where human interaction and hands-on trial remain critical to brand storytelling," Henningsen explains. In those settings, AI plays a support role instead, equipping staff with personalized insights to enhance customer service and upselling.

Retailers and brands use AI to optimize dynamic pricing, predict inventory, prevent losses and run hyper-personalized campaigns. They report positive ROI through sales transparency, upselling, reduced shrinkage, fewer stockouts and smoother logistics. Henningsen shares that AI’s predictive capacity allows businesses to adapt proactively to changing customer profiles and shopping behavior.

“AI unlocks real-time performance data, allowing airports to fine-tune in-terminal layouts, space planning, wayfinding, dwell zones and more,” Henningsen says. “The real kicker here is AI’s ability to predict shopping behavior, which in turn can help future-proof airport shopping.”

Innovation challenges

Despite the benefits, airports face hurdles in deploying advanced systems. Henningsen points first to infrastructure. "Many airport terminals were not built with sensor placement or data connectivity in mind," he notes, meaning that retrofitting older facilities requires heavy investment.

Privacy also poses challenges. AI-driven systems that rely on cameras and sensors must comply with regulations such as GDPR. Henningsen stresses the need for anonymization at source and partnerships with certified providers who prioritize compliance.

Operational and regulatory issues also exist. AI remains largely unregulated by governments, which Henningsen warns could lead to complications. “The failure to regulate early on will make it nearly impossible to put ‘the genie back in the bottle’ due to the open-sourced nature of AI,” he notes.

Goldberg lists additional hurdles, such as ensuring transparent communication, safeguarding data, maintaining fallback options such as self-checkout during outages, verifying ages for restricted products, and integrating systems with inventory management and loyalty programs. “By gradually introducing these solutions and working closely with suppliers, retailers can mitigate risks while maximizing benefits,” Goldberg says.

People-powered, tech-assisted

As AI takes on transactional work, the issue of potential job displacement competes with a desire for efficiency. “At Blueprint, we believe intelligent technology should elevate the travel retail human-to-human experience, not replace it,” Henningsen says. “As AI-driven systems such as contactless shopping and JWO become more common, we should challenge the choice between efficiency and employment.”

Henningsen argues that AI can free staff from repetitive tasks, enabling them to focus on hospitality, storytelling and building connections. Sales roles could evolve into experiential positions where employees act as brand storytellers and cultural ambassadors.

Lacoste’s Lillis shares that view from a brand perspective. "I believe any retail experience is built on human connection, storytelling and service excellence, which are elements we’re committed to preserving," she says. "Our sales team is central to the Lacoste experience. Technology should empower them to focus more on meaningful interactions, not diminish their role."

Goldberg agrees from an airport point of view, noting that staff remain vital for ID checks, customer assistance and personalized advice. He envisions a hybrid model where technology runs the mechanics and people bring the personal touch.

Henningsen notes that employment will gradually shift as AI-powered technologies optimize processes and operational costs. However, he also notes that in turn, this unlocks the opportunity for travel retail to become more hospitality-driven. “We believe that the risk is not automation, but rather, exclusion,” he says. “If travel retail becomes a tech-first industry without inclusive strategies, it will deepen inequality. But if the industry leads with positive intent, we can build a conscious commerce ecosystem that is more efficient, more human and more equitable to the benefit of industry stakeholders and traveling shoppers.”

Conscious commerce

AI’s efficiency comes with environmental costs. Manufacturing hardware and powering large-scale systems generate a significant carbon footprint, which challenges the travel retail industry to reconsider how these innovations align with ESG commitments.

"Travel retail must ensure these technologies genuinely reduce its ecological footprint and contribute to sustainable supply chains globally," Henningsen says. That said, he believes AI can help forecast sales more precisely, which can cut overproduction, warehousing, logistics inefficiencies and packaging waste.

Goldberg adds that technology could reduce energy use in compact stores, eliminate paper waste through digital receipts and curb food waste with better inventory planning. “By leveraging technology intelligently, retailers at the airport can enhance the passenger experience while contributing to a more sustainable future,” he says.

Lillis says sustainability remains central to Lacoste’s strategy and that innovation will play a vital role in achieving its goals, noting that contactless systems reduce reliance on printed materials while smart retail tools improve inventory and minimize waste.

Ultimately, Henningsen envisions the travel retail industry as a leader in responsible AI adoption. By tracking and reporting carbon impacts and offering consumers transparency, travel retail can set an example beyond its own sector. He frames technology not just as a tool for speed, but as a catalyst for a greener, fairer industry.

AI is already transforming airport retail – but its future impact will be defined less by quicker transactions and more by how effectively the industry integrates efficiency, human connection and sustainability into the passenger journey.

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