AiFi leadership update: Will Hendry leads product, Carlos Ruiz Dominguez leads technology
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Will Hendry joined AiFi in 2018 as a software engineer. Carlos Ruiz Dominguez got there a year earlier, in the middle of a Carnegie Mellon PhD in sensor fusion: teaching machines to identify objects by combining cameras with other sensors. Between them, they’ve spent 17 years building the spatial intelligence that now runs in 350+ spaces. As of today, Will is Vice President of Product & Innovation and Carlos is Vice President of Technology.
Key takeaways
Will Hendry, VP of Product & Innovation, has spent eight years at AiFi, from software engineer to Vice President of Data and AI. He now decides what AiFi builds and for whom.
Carlos Ruiz Dominguez, VP of Technology, has spent nine years building the systems that let AiFi understand a space, starting with his PhD research in sensor fusion at Carnegie Mellon.
Both promotions follow co-founder JD Falcão’s move from CTO to CEO in September 2025.
Picking up from JD
JD Falcão co-founded AiFi and ran its technology as CTO until he became CEO in September 2025. Much of what he built, Carlos and Will built with him. Promoting them means the people who know the platform best now decide where it goes next.
Will Hendry: from writing the code to deciding what gets built
Will started as a software engineer, then ran engineering, then data, then Data and AI as Vice President. He has worked on almost every layer of the platform, which helps when the job is deciding what goes on top of it.
“I’ve spent eight years on the technical side of AiFi. Now I get to bring that to the product team and make sure everything we build on our spatial intelligence platform is valuable to operators of every kind of space and easy to deploy. That’s what sets AiFi up for its next phase of growth.”
Carlos Ruiz Dominguez: nine years of teaching AiFi to understand a store
Carlos joined as a research intern in 2017, proposing a sensor fusion framework for product prediction, while completing his PhD in electrical and computer engineering at Carnegie Mellon. He later co-authored research with JD on in-store autonomous checkout. As Distinguished Engineer, he led the real-time systems that follow shoppers and the products they pick up across hundreds of stores. He now leads AiFi’s whole technology team.
“I’ve spent over a decade building systems that combine different modalities to understand the physical world. Recent advances in AI and lessons from hundreds of live deployments put us in a strong position to scale. In this next chapter, I’m excited to lead AiFi’s incredibly talented technology team as we make thousands of spaces smarter.”
FAQ
Who leads AiFi?
JD Falcão is AiFi’s CEO. He co-founded the company and served as its CTO until September 2025, building the spatial intelligence platform that now runs in 350+ spaces. Will Hendry leads product as VP of Product & Innovation, and Carlos Ruiz Dominguez leads technology as VP of Technology.
Who leads product at AiFi?
Will Hendry leads product at AiFi as Vice President of Product & Innovation. He decides what AiFi builds on its spatial intelligence platform and for whom. Will joined AiFi in 2018 as a software engineer and has since led engineering, data, and Data and AI.
Who leads technology at AiFi?
Carlos Ruiz Dominguez leads technology at AiFi as Vice President of Technology. He owns the spatial intelligence platform that understands what happens in physical spaces, including the real-time systems that understand shoppers and their interactions. Carlos joined AiFi in 2017 during his PhD in sensor fusion at Carnegie Mellon and later served as Distinguished Engineer.