Demand for enhanced loyalty to drive take up of AI tools

There may be conflicting reports about the marketing industry’s adoption of AI, with some professionals even claiming the revolution is at least three years away, but, according to new insight, it is likely to be consumers’ demand for more personalised experiences that will drive the issue.

Bazaarvoice’s latest Shopper Experience Index reveals that nearly half (44%) of UK shoppers say personalised discounts and promotional offers are the most influential content when it comes to sharing a product or brand on social media.

Additionally, a third (31%) say personalised loyalty rewards make them feel valued and enhance their brand loyalty, while 28% report that such rewards motivate them to shop more frequently.

The report points out that AI-infused tools like product recommendations, targeted offers and social proofing present a massive opportunity to amplify these personalised, relevant, contextual experiences.

They save time and deliver tailored information to shoppers that brands might not otherwise have the resources or ability to provide.

Bazaarvoice CMO Zarina Stanford that in an era where consumers are inundated with choices, personalisation and contextualisation can prove to be a differentiator for brand loyalty and customer engagement.

She argues that personalised and contextual (right time, right place, right form) offers and rewards go beyond generic discounts, they shape consumer decisions by delivering meaningful value tailored to individual preferences.

Stanford added: “These insights underline the growing expectation from consumers for loyalty programmes to provide more than just rewards – they want recognition and relevance.

“By offering personalised and contextual experiences, brands can foster a deeper sense of trust and engagement, creating a cycle of repeat business and advocacy that fit the needs of the consumers. In today’s competitive marketplace, a strong, personalised and relevant loyalty programme not only retains customers but also builds lasting relationships that feel personal and valuable.

“Using AI in this way is a win-win for brands and consumers: It streamlines operations for sellers and ensures shoppers have the information they need to make informed decisions. The caveat and major consideration is ensuring content authenticity, as brand equity and trust are on the line.”