Observed Signal · Jun 25, 2026 · Conference · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
AI and Cost Pressures Force Loyalty Program Overhaul
Research from the Australian Loyalty Association (ALA) finds rising consumer price sensitivity and rapid AI adoption are changing expectations for loyalty programs in Australia. The ALA reports that 80% of Australians expect better offers as loyalty members, 72% expect better service, 52% say household budgets are under significant pressure, and 41% have used AI to research purchases in the past year. These findings will frame discussions at the 2026 Asia Pacific Loyalty Conference (28–30 July 2026, JW Marriott Gold Coast Resort & Spa), which will gather industry leaders, feature more than 28 speakers (including Mandy Gallie of Mastercard), and cover topics such as AI, loyalty economics, behavioural science, and customer data strategy. The article positions loyalty as evolving from a rewards program into a broader, AI‑informed business growth strategy.
Regional industry research and a major Asia‑Pacific loyalty conference highlight shifting consumer expectations and rising AI usage; findings will influence loyalty, personalization and customer-data strategies across retail, travel and financial services in the region.
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Key Takeaways & Evidence Grounding
- Australian Loyalty Association research: 80% of Australians expect better offers from brands if they are members of a loyalty program.
- Survey findings: 72% expect better service, 52% report household budgets under significant pressure, and 86% are adopting cost-saving behaviours.
- 41% of Australians reported using AI to help research purchases in the past year.
- The 2026 Asia Pacific Loyalty Conference will be held 28–30 July 2026 at JW Marriott Gold Coast Resort & Spa and is hosted by the Australian Loyalty Association.
- Mandy Gallie, Vice President of Specialist Sales and Services Business Development at Mastercard, is the opening speaker; the event expects over 450 senior leaders, 28+ speakers, 150+ brands and 35+ exhibitors.
Connected Companies & Entities
5 Entities mapped“Speakers from organisations including Adairs, Accor Group, Flight Centre and Schnitz will share insights on building loyalty in an increasin...”
“Speakers from organisations including Adairs, Accor Group, Flight Centre and Schnitz will share insights on building loyalty in an increasin...”
“Mandy Gallie, Vice President of Specialist Sales and Services Business Development at Mastercard is the opening speaker of the conference....”
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Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
AI Agents Recast How Brand Loyalty Is Earned
This MarTech analysis (published 2026-06-15) argues that the rise of AI assistants and agentic decision-making is changing how brand loyalty is measured and earned. As AI systems increasingly perform discovery and purchasing on behalf of consumers, brands must supply signals that machines can interpret — notably consistency, reliability, relevance and transparent consent — rather than relying solely on traditional loyalty programs. The piece emphasizes the growing strategic importance of first-party data and CRM systems as the infrastructure that makes brands legible to AI, and recommends focusing on clear, machine-readable behavioral history and ongoing value exchanges to maintain visibility in AI-driven recommendation and purchase flows.
Kobie Report: Consumers More Ready for AI Than Brands
Kobie released its 2026 Heart of Loyalty Report (June 23, 2026), surveying consumers and loyalty practitioners and revealing meaningful gaps between customer expectations and brand loyalty strategies. Major findings: 57% of consumers are willing to engage with AI-powered brand experiences while 56% of practitioners believe customers are not ready; 77% of consumers want recognition but only 55% feel seen; 72% would refer a brand without incentive; and rewards are the strongest driver of data sharing even though only 65% of practitioners reward customers for sharing. The report highlights regional differences across Spain, France, Germany and the U.K., and recommends accelerating customer-facing AI initiatives, embedding recognition into loyalty strategies, clarifying value exchanges for data, and building advocacy through shared values.
AI Rewrites Consumer Loyalty, Amperity Research Finds
Amperity published The 2026 Consumer Priorities Report: The New Rules of Loyalty in the Age of AI, showing generative AI is reshaping brand discovery, purchase decisions and loyalty. The report finds widespread consumer use of tools such as ChatGPT, Claude and Gemini for product research and that many users act on AI recommendations. While personalization remains important, consumers care most about relevance, timing and trust: invasive or irrelevant personalization reduces preference, whereas trusted data usage increases engagement. Amperity’s co‑CEO Derek Slager argues brands need more than raw customer data — they need "trusted customer context" to recognise intent and respond in real time. The findings underscore a shift toward conditional loyalty and increased competitive pressure on brands to deliver timely, privacy‑respecting personalization.
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