Rising consumer adoption of genAI assistants such as ChatGPT and Gemini is reshaping how shoppers discover products, compare prices, and make purchase decisions. Retailers and brands will lean more heavily on loyalty programs to maintain the engagement and data advantages of direct customer relationships. But they will also need to adapt those programs to AI-driven commerce environments.

Key Question: How should retailers and brands develop and enhance their loyalty programs to prepare for the rise of genAI shopping assistants and agents?

Key Stat: Among shoppers worldwide, 70% are at least somewhat interested in using AI agents to maximize their loyalty benefits, per Salesforce.