Wayvia launches professional services arm with new hires

Wayvia has launched a Professional Services division and appointed Robert Gregory and Lynne Riojas to senior roles, adding a services arm to the commerce technology company's existing platform business.

Gregory, a former Walmart.com executive, joins as Senior Director of Professional Services and will lead the new division. Riojas, who previously held senior sales roles at Bazaarvoice and Captiv8, has been appointed Head of Sales to oversee the company's global sales organisation.

Formerly known as PriceSpider, Wayvia said the new unit is designed to combine software-based analysis with advisory and execution work from in-house specialists. Brands are dealing with growing volumes of commerce data as algorithms and artificial intelligence tools play a larger role in how shoppers discover and buy products.

The business serves more than 2,000 brands, including L'Oreal and P&G. The new division is intended to help clients act on real-time information rather than simply receive it through dashboards and reporting tools.

Anthony Ferry, Co-Founder and Chief Executive Officer of Wayvia, outlined the rationale for the expansion.

"Our clients' time is their scarcest resource, and Professional Services is how we help them make the most of it," said Ferry.

He added: "Our platform already gives brands powerful, real-time insight into their omnicommerce performance. Now we're pairing that intelligence with expert advisors who interpret it and turn it into action on our clients' behalf. It's a true human-in-the-loop model, where AI surfaces what matters and our team brings the judgment and execution to make it count. This is a significant step in our evolution as a company. With these hires and this new division, we're delivering on our promise to support brands at every step of the customer journey."

New hires

Gregory brings more than two decades of experience across sales, implementation and customer success roles, according to Wayvia. At Walmart.com, he oversaw site merchandising operations. He later held senior positions at Salsify and PartnerLinQ, where his work included manufacturer onboarding across general merchandise, automotive and DIY categories.

His appointment suggests Wayvia wants the new services arm to have a stronger operational focus rather than act only as a consulting function. The division will use internal staff to interpret data, identify priorities and carry out work for clients.

"I'm thrilled to join Wayvia and build something the industry hasn't seen before," said Gregory. "We give our engagement managers AI that surfaces insights, tracks trends and recommends action, and then our experts turn that intelligence into execution and a bespoke experience for every client. It's a true white-glove model."

Riojas arrives with more than 20 years of sales leadership experience across healthcare, pharmaceuticals and software. Most recently, she served as Head of SaaS Sales at influencer and affiliate marketing company Captiv8. Before that, she spent a decade at Bazaarvoice, where she progressed from Sales Director to Senior Divisional Vice President, Global & Strategic Enterprise.

At Wayvia, she will lead sales as the company looks to expand its customer base and deepen relationships with existing clients. The appointment comes as retail technology software groups seek to position themselves not only as data providers but also as partners that can help brands respond to changes in digital shopping behaviour.

"What drew me to Wayvia is that the company is solving a real problem for brands at exactly the moment AI is rewriting how shoppers buy," said Riojas. "My job is to further develop a team that leads with partnership and is relentless about helping our customers grow."

AI and retail

Wayvia's expansion reflects a broader shift in digital commerce, as brands contend with automated recommendation systems, retail media networks and AI-assisted shopping tools that influence product visibility. In that environment, access to data alone has become less of a differentiator, particularly when companies struggle to turn that information into pricing, merchandising or marketing decisions quickly enough.

The new services model keeps people involved in decision-making rather than relying entirely on automation. That approach is increasingly common among software providers trying to reassure customers that AI can identify trends and suggest actions without removing human oversight.

Wayvia has been reshaping its business since rebranding from PriceSpider. Over the past year, it has introduced an AI-native omnicommerce Model Context Protocol and updated versions of its Shoppable media platform and Prowl retail intelligence platform.

The launch of a services division marks a further step in that transition, moving the company beyond software and data provision into direct client support. Wayvia said it is drawing on nearly two decades of shopper and retail intelligence as it broadens the way it works with brands.

The combination of platform tools, advisory work and execution support is aimed at helping brands manage a more fragmented buying journey, where discovery and purchase can take place across retailer sites, media channels and emerging AI-driven interfaces.

Wayvia works with more than 2,000 brands and said the latest appointments are part of a wider effort to build its next phase of growth.