Visa Faces AI Challenges as Pix and DeFi Threaten Its Global Payment Leadership

Visa Inc. (V) is on track for a strong fiscal fourth quarter in 2025, with analysts anticipating earnings of $2.96 per share and revenue reaching $10.61 billion. These projections represent annual increases of 9.2% and 10.3%, respectively, as reported by a

. The payment industry leader, which has outperformed forecasts for the last four quarters, is projected to see a 6.2% uptick in gross dollar volume and a 10% rise in processed transactions, according to the same Nasdaq report. These results mirror the broader expansion in digital payments, with global transaction values expected to climb to $4.286 trillion in Q4 2025, up from $4.035 trillion a year earlier, .

Cross-border transactions and value-added services (VAS) are becoming increasingly important growth engines for

. Historically strong in cross-border payments, Visa is benefiting from healthy consumer spending across both essential and discretionary sectors, according to . At the same time, VAS revenue jumped 26% year-over-year in Q3 2025, driven by advancements in AI-based fraud prevention, real-time data analysis, and improved security features. This evolution reflects a wider industry movement, as financial institutions increasingly turn to AI to optimize operations and improve customer experiences.

The rapid rise of stablecoins is playing a pivotal role in transforming global payment systems. Brazil’s Pix platform, backed by the government and powered by generative AI for instant, chat-based payments within WhatsApp, has set a new global standard. In 2024 alone, Pix processed 56 billion transactions, pushing mobile banking adoption in Brazil to 90%—well above the 75% rate in the U.S., according to

. Although Visa and Mastercard have voiced concerns about Pix’s regulatory benefits, Pix’s achievements underscore the mounting pressure on international payment networks to innovate.

Visa’s dominant position is reinforced by its $618 billion market value and a consistent record of operational success, including $26 billion in operating profit and $20 billion in net income over the past year, as highlighted by Forbes. Nevertheless, the company faces mounting competition from international players like Pix and decentralized finance (DeFi) solutions such as Pecunity, which offer new models for fast, low-cost payments, according to

. These emerging technologies have the potential to disrupt established payment systems, especially in regions where local regulations support domestic innovations.

With Visa set to announce its Q4 results on October 28, 2025, investors will be watching closely to see if the company can maintain its growth trajectory amid shifting technology and regulatory environments. Visa’s success in adopting AI-powered solutions and competing globally will be crucial as the stablecoin and digital payments landscape continues to evolve.