Expo Red 2025: Powering smart transformation

YPF showcased its tech-driven retail modernization at its annual gathering of operators, with technology, pricing and self-serve leading the conversation.

Expo Red, the annual gathering of YPF brand operators in Argentina, set a new benchmark for the state-owned company’s service station network, attracting over 3,500 visitors for its fifth edition. As the most successful instalment to date, the event brought together more than 110 exhibitors across five halls of the Costa Salguero convention center in Buenos Aires.

Organized by the YPF Operators Association (AOYPF), the trade fair aims to foster networking between operators and suppliers while equipping its members with the latest technologies to optimize daily operations and drive business growth. Convenience and innovation acted as key focus areas for addressing local challenges, powered by data-driven strategies and AI.

YPF President Horacio Marín outlined the company’s key strategic priorities, focusing on pricing initiatives and the future of self-serve formats in a traditionally full-service market. These topics underscored the complex balancing act between maintaining competitiveness and ensuring customer satisfaction while modernizing operations.

In a pre-recorded video message, delivered from the company’s newly launched Real-Time Intelligence Center for price monitoring, Marín shared his vision for the network’s transformation. He also highlighted the implementation of technology combined with the expansion of the YPF Full offering, the company’s convenience brand, as key pillars to support the growth of operators’ businesses.

Modernization the YPF Way

Among the most impactful presentations, YPF Digital, the company’s newly launched technology arm, stood out with its AI-driven ecosystem of solutions. By harnessing data, personalization, and automation, the unit demonstrated how digital tools are reshaping station operations and driving greater purchase value, operational efficiency, and customer loyalty.

“Technology drives, transforms, boosts profitability, and unlocks unimaginable possibilities. It’s a means—but not always the end. At the same time, we face real challenges: hyperconnectivity, overexertion, anxiety, and impatience. That’s why, now more than ever, we need to use it with balance and control,” explains Mauro Cercos, General Manager of YPF Digital.

In addition, the YPF TALKS stream took place inside a replica of the futuristic Alcorta station, winner of the NACS Latin American Retailer of the Year Award 2024. These sessions featured company executives presenting flagship projects and technological advancements, offering operators fresh insight into new business opportunities.

Expo Red 2025 solidified its role as a catalyst for transformation in Argentina’s fuel retail landscape. More than a showcase of innovation, the event reflected the sector’s strategic alignment around modernization and competitive adaptability. With pricing and self-service shaping the immediate agenda, YPF and its operator network are positioning themselves for the next leap in customer experience and operational excellence.