7-Eleven ramps up AiFi technology powered checkout free store push across retailer's US locations

7-Eleven is expanding its frictionless checkout pilot using AiFi computer vision technology in select US locations.

Customers scan products with their smartphone as they walk through the store, then pay for purchases using Apple Pay, Google Pay or a traditional debit or credit card. After this, they pay via a QR code on a screen at a dedicated station to complete the transaction.

In a LinkedIn post, Michael Guzzetta, Retail Innovation & Strategy Leader at Cookie Plug San Antonio, and a former H-E-B executive, said: “After Amazon pulled back from large format Just Walk Out, the easy narrative was that frictionless checkout had been overhyped and exposed. That was always too simple. The real issue was format economics.”

He added: “Large grocery boxes carry serious margin pressure, complex assortments, and higher shrink exposure. The math gets tight super fast. Convenience is different... Smaller footprints, fewer SKUs. high traffic density, and sales built on speed. If one register backs up at lunch, you feel it immediately. In my opinion, that’s where frictionless still has a shot.”

7-Eleven operates thousands of compact stores where throughput matters more than theatrical innovation, Guzzetta noted. If autonomous checkout can smooth peak demand without a massive ceiling retrofit or painful capex curve, it starts to look less like a tech experiment and more like operational plumbing.

He concluded: “Frictionless didn’t fail. It just needed the right habitat. The interesting story now isn’t whether the model works. It’s which formats can support it today without breaking the unit economics.”

“I expect to see more expanding pilots in convenience/grab 'n go, stadiums, airports, and possibly even theme parks, where margin is high, throughput is crazy and the need for quick convenience is the highest.”

2026 RTIH Innovation Awards

Physical retail will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.