West Ham marked the prestigious fixture at the new Stadium with the official opening ceremony before the kick-off which was a fitting tribute to Hammers new home.
This might have been the last pre-season fixture before the opening Premier League game against Chelsea but Slaven Bilic's side showed they mean business with an impressive performance against the Italian giants.
Juventus raced into a two-goal lead following early goals from Paulo Dybala and Mario Mandzukic.
But Carroll, who was a constant threat to the Juventus defence helped the Hammers get back into the game with two goals either side of half-time.
Nearly 54,000 fans turned out in their numbers once again and were thrilled to see Dimitri Payet make his first appearance at the new Stadium during the second half.
But Juventus came away with the victory after Zaza made it 3-2 with just five minutes left on the clock.
Bilic will certainly have been impressed with what he saw from his players and the goalscoring form of Carroll heading into the opening league game at Stamford Bridge on Monday 15 August.
The Hammers could have opened the scoring after 18 minutes following a mix-up in the Juventus defence. Josh Cullen passed the ball into the path of Enner Valencia who struck a low shot against the post.
The home side were made to pay for that missed opportunity as Juventus raced down the other end sixty seconds later and opened the scoring.
Mandzukic headed the ball into the path of Dybala who fired the ball past Adrian from close-range.
Juventus doubled their lead on 21 minutes when Dybala got the better of Winston Reid and squared the ball for Mandzukic who had the easy option of knocking the ball home.
The Hammers refused to lie down and could have found a way back into the game on the half hour mark when Sam Byram showed a great piece to flick the ball up and fire a volley which flew inches past the post.
Byram was involved in the heart of the action once again on 34 minutes when his cross fell perfectly for Carroll who saw his close-range header produce a great save from Buffon diving low to his left who managed to tip the ball onto the post.
Carroll refused to give up and showed his appetite by sliding loose ball over the line.
Juventus somehow failed to make it 3-1 on 38 minutes after Mandzukic' close-range header was superbly saved by Adrian.
The rebound fell to Alex Sandro who saw his shot superbly cleared off the line by Carroll and then Benatia saw his shot cannon back off the bar.
The Hammers drew level on 52 minutes when Mark Noble's free-kick fell perfectly for Carroll and he showed his aerial dominance once again by leaping above the Juventus defence and powering a close-range header past Buffon into the corner of the net.
This might have been a pre-season fixture, but both teams seemed determined to find the third goal and Juventus came close on 82 minutes when substitute Hernanes saw his free-kick clip the top of the bar.
The Italian giants then secured the winning goal on 85 minutes when Luca Marrone played a high ball over the top of the West Ham defence. Substitute Zaza took the ball down with his left foot and struck a powerful shot into the corner of the net.
West Ham: Adrian; Antonio (Payet 74), Ogbonna (Oxford 45), Reid (Collins 45), Byram (Page 85); Nordtveit, Noble (Quina 60), Cullen (Browne 82); Feghouli (Burke 45), Carroll (Fletcher 54), Valencia (Samuelsen 74)
Subs not used: Spiegel
Juventus: Buffon (Neto 45); Alves (Untersee 59), Benatia (Barzagli 58), Rugani (Chiellini 58), Alex Sandro (Kastanos 86); Pereyra (Zaza 69), Lemina (Marrone 78), Pjanic (Macek 78), Asamoh (Hernanes 68); Dybala (Pjaca 58), Mandzukic (Higuain 45)
Subs not used: Loria
Referee: Anthony Taylor
Attendance: 53,966