Artificial intelligence, AI copilots and AI agents will no doubt transform how the loyalty industry will operate in the coming years. After all, the usage of AI in loyalty program management has grown from 37.1% to 51.4% between 2025 and 2026. But did you know that loyalty data could be the key to your company’s AI transformation, moving from “something to try” to “operationally necessary”? This article will show you all about AI and data trends you need to know.
All the statistics in this article are from Antavo’s Global Customer Loyalty Report 2026. Make sure to download it for more regional, global and industry-based findings on loyalty and AI.
AI Adoption in Loyalty Is Accelerating
As mentioned earlier, AI usage in loyalty program management has jumped significantly. This year, 51.4% of marketers report using AI in loyalty management, up from 37.1% last year.
What’s more, 50.9% of program owners said that they are offering AI-driven personalization, and 40.5% said that they are planning to offer it in the next two years. The trend is clear: loyalty marketers are starting to embrace AI as part of their everyday operation.
Artificial intelligence plays a critical role in enablinga shift in loyalty programs – but not in the way it is commonly discussed. The breakthrough is not AI-generated content or faster segmentation. The real transformation begins when AI participates in decision-making itself. When systems are given objectives rather than instructions, and are trusted to learn, adapt, and optimize loyalty outcomes dynamically. That’s what an AI-driven, end-to-end loyalty tech will be about. – Attila Kecsmar, CEO & Co-founder of Antavo AI Loyalty Cloud
The effect of loyalty programs on AI-readinesss
Companies that already operate a loyalty program report a higher level of AI preparedness than those planning to launch one. On a 1 to 10 scale, existing program owners rate their AI readiness at 6.3, compared to 5.6 among companies still in the planning phase and 5.0 among those without a loyalty program.
The reason is simple: loyalty programs are the most scalable source of consented first- and zero-party data. In a world without third-party cookies, that advantage is strategic.
However, readiness does not eliminate hesitation. Marketers cite concerns about data security, unclear AI vendor selection, skill gaps, and incomplete data as key barriers to adoption, all of which can slow down their AI transformation process.
Loyalty data is now a cross-department asset
The Global Customer Loyalty Report 2026 also highlights that 90.7% of loyalty program owners use loyalty data in pricing and promotions. Sales, customer service, merchandising, product development, and innovation teams also rely heavily on these insights.
This signals a major shift where loyalty data is no longer confined to marketing dashboards. Instead, it influences commercial decisions, customer service personalisation, and product strategy.
The real threat: data blindness
Despite the growing importance of loyalty data, only 9% report facing no analytical barriers. This means the rest do indeed face some form of obstacle.
The biggest challenges when analysing a loyalty program’s performance data:
- 36.3% says that data quality issues or data fragmentation make it hard to analyse
- 34.5% says that limited integration prevents clear performance analysis
- 31.6% says that they have difficulty specifying which purchases happened because of the loyalty program
- 31.2% says they need specialised skills or analysts to make sense of the data
At the same time, both loyalty teams and leadership want regular insights. Weekly and monthly reporting are the preferred frequencies.
The takeaway is that gathering and analysing loyalty data is just as important a KPI for a loyalty program as driving engagement or generating sales. If you can get data from your customers, other parts of the business will benefit, and the leadership team will be thankful for the extra value.
Why this matters now
Keep in mind that AI transformation for a business requires more than simply accumulating data. It demands the ability to interpret, predict, and act in real time.
Loyalty programs are uniquely positioned to serve as the brain of customer experience. They sit at the intersection of identity, behaviour, incentives, and engagement. When enhanced with AI, they become adaptive systems rather than static reward engines.
Therefore, marketing, IT, data science, and commercial teams must collaborate around shared definitions of value. Leadership must prioritise clarity over complexity. And technology decisions must focus on usability and scalability, not just feature depth.
For more insider tips on the secret link between loyalty data and AI, check out the webinar.
Taking the next step
If you treat loyalty as a cost center, you will struggle to unlock AI potential. If you treat it as an intelligence engine, you build the foundation for adaptive growth.
Remember: the organisations entering the next era of loyalty will not be those with the most data. They will be those who know how to learn from it, act on it, and continuously refine it.
If you’re exploring how to are looking for ways to launch or align your existing loyalty program to enter the age of AI-driven loyalty, book a call with Antavo’s loyalty experts. And don’t forget to download our report!
