Gena Morgan, Vice President of Standards at GS1 US, discussed the evolution and future of barcodes, emphasizing the transition from 1D to 2D barcodes by 2027. She highlighted the benefits of 2D barcodes, which can carry more data, including serial numbers and expiration dates, enhancing inventory management and consumer engagement. Morgan explained that GS1 Digital Link standard transforms barcodes into web-resolvable identifiers, linking products to detailed information. She noted ongoing lab tests and small-scale pilots, with real-world implementations expected by next year. Morgan encouraged retailers and brands to start planning now to leverage these advancements