Consumer Loyalty eBook – UK & Ireland

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“Although the full extent of AI's impact may not yet be clear to all consumers, it is crucial for brands to integrate AI to deliver customised offers and unique experiences effectively. AI not only bolsters personalisation but also enhances gamification - a feature that consumers are eager to engage with, especially when it translates into earning rewards through interactive activities and brand partnerships. ​” 

• Victoria Morrison
  Head of Marketing, Empathy Lab by EPAM - London, UK

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“Brand loyalty will decline 25%, but usage of loyalty programs will increase. Price sensitivity and high prices loom on consumers’ horizons. Price sensitivity breeds brand switching — Forrester finds that a top-five reason why US, UK, and Australia online adults try a new brand is that it is “cheaper than buying from other brands. In 2025, expect consumers to be less loyal to brands in general but more committed to brands that assure them value without the hassle of the haggle.” 

Predictions 2025: Consumers
22 October 2024, Forrester

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“Antavo's research with program owners shows only 37% currently use AI, mainly for customer support and reporting, with agencies adopting it more than in-house teams. We predict AI will grow in loyalty programs, integrating data from various platforms and automating personalized rewards based on customer preferences. AI Agents will also assist in generating reward ideas and managing budgets for tailored experiences.”

Zsuzsa Kecsmar
Chief Strategy Officer, Antavo