As we move closer to 2026, loyalty will be defined by intelligent, continuous engagement rather than point accumulation. Brands will increasingly rely on AI-powered personalised engines, including agentic recommendation capabilities, to deliver rewards, nudges and communication tailored to individual behaviour in real-time and across touchpoints. This evolution is driven by a more unified, data-led understanding of customer signals, allowing programs to move beyond rigid, rule-based models. Instead, this technology-led approach enables loyalty ecosystems to adapt dynamically to changing contexts and preferences. As a result, loyalty is emerging as a scalable, long-term driver of brand affinity, strengthening emotional connections by being meaningful, adaptive and aligned with end-to-end customer journeys. At the core of this shift are AI-powered, agentic recommendation engines that intelligently tailor rewards, nudges and communication based on individual behaviour.
