Observed Signal · Oct 15, 2026 · Conference · Source: The Drum · Impact: 2/5 · Sentiment: Positive
AI Shopping Agents Reshape Brand Loyalty, Says SAP Research
At SAP Connect in Las Vegas, industry experts debated how AI assistants influencing purchasing decisions affect brand loyalty. SAP's 2026 Customer Loyalty Index reveals that 33% of consumers trust AI to shop on their behalf, while 31% say such assistants increase their brand loyalty. Another SAP study, the 2026 Global Customer Engagement Index, highlights an 'Engagement Divide': 82% of consumers feel disappointed by brands, but only 22% of brands acknowledge problems in delivering seamless experiences. Executives like Tom Goodwin, Jessica Keehn, and Sara Richter argue that AI elevates the importance of trust and consistent delivery. They advise brands to focus on operational excellence and connected systems to substantiate their promises, as AI becomes a primary intermediary in customer choices.
The article explores the impact of AI agents on brand loyalty, a key topic for marketers, but it is more of a thought-leadership piece than a specific industry event. It provides valuable insights from SAP research, but does not announce a major product launch or regulatory change.
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Key Takeaways & Evidence Grounding
- SAP's 2026 Customer Loyalty Index shows 33% of consumers trust AI assistants to shop on their behalf.
- 31% of consumers say AI assistants increase their loyalty to brands.
- SAP's 2026 Global Customer Engagement Index reveals 82% of consumers are disappointed by brands, while only 22% of brands recognize the problem.
- SAP Connect 2026 took place in Las Vegas, featuring discussions on AI's impact on marketing and CX.
- New SAP CX research is set to launch at B2B World Fest in November.
Connected Companies & Entities
2 Entities mapped“SAP's 2026 Customer Loyalty Index reveals...; Jessica Keehn, chief marketing officer, SAP Customer Experience; At SAP Connect in Las Vegas”
“Discussions with customers throughout the event, including Ericsson and Mondi, reinforced...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Earned Autonomy: AI's Sweet Spot for Customer Loyalty
SAP's sixth Global Customer Loyalty Index reveals a nuanced view on AI and loyalty. While 31% of consumers feel more loyal due to AI interactions, 30% have switched brands because of AI, rising to 45% among Gen Z. The report introduces 'earned autonomy' as the ideal balance: 60% prefer shared control with AI, only 20% want full human control, and just 4% accept full autonomy. Incentivized loyalty declined to 38%, while true loyalty rose to 32%. Consumers trust AI for practical assistance but require override and human support for consequential decisions. SAP proposes a formula: Earned Trust + Human Control + Autonomous Action = Loyalty. Marketers should focus on reducing customer effort, building useful memory, and designing reversible AI actions.
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.
Consumers Trust AI Advice but Not AI Purchases
A survey by ACI Worldwide of over 3,300 U.S. and U.K. consumers reveals that only 7% of fashion shoppers would allow an AI assistant to make purchases without approval, while 53% are uncomfortable with AI making purchases on their behalf. Consumers value AI for tasks like price drop alerts and cross-retailer comparisons, but want to retain control over final purchase decisions. The article highlights that retailers can build loyalty by embedding AI assistants in their apps for order tracking, returns, and promotions. Privacy concerns remain significant, with 53% of global consumers worried about AI-enabled support posing privacy risks, according to Qualtrics XM Institute. Experts suggest framing AI as a 'better editor' that narrows options rather than a decision-maker, emphasizing the importance of trust and transparency.
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