AI reshapes loyalty, super apps & customer engagement
Artificial intelligence is set to redefine how brands manage customer relationships and loyalty programmes over the next year, as marketing and communications platforms move from static rewards and scripted chatbots towards agentic systems that respond autonomously to individual behaviour in real time.
Executives at Thriwe and Infobip expect rapid adoption of AI-driven engagement engines, growth in so-called super apps, and a sharper focus on data governance as regulators tighten oversight of personal information and telecom networks.
Loyalty shift
Thriwe, a loyalty and rewards technology business, sees a structural change in how companies think about repeat custom and brand affinity. It forecasts that many points-based schemes and rigid tiers will make way for more responsive engagement models.
Dhruv Verma, Founder & CEO at Thriwe, said loyalty is moving away from mechanical accumulation towards interaction that changes continually as customers browse, buy and respond to offers.
"As we move closer to 2026, loyalty will be defined by intelligent, continuous engagement rather than point accumulation. Brands will increasingly rely on AI-powered personalised engines, including agentic recommendation capabilities, to deliver rewards, nudges and communication tailored to individual behaviour in real-time and across touchpoints. This evolution is driven by a more unified, data-led understanding of customer signals, allowing programs to move beyond rigid, rule-based models. Instead, this technology-led approach enables loyalty ecosystems to adapt dynamically to changing contexts and preferences. As a result, loyalty is emerging as a scalable, long-term driver of brand affinity, strengthening emotional connections by being meaningful, adaptive and aligned with end-to-end customer journeys. At the core of this shift are AI-powered, agentic recommendation engines that intelligently tailor rewards, nudges and communication based on individual behaviour," said Verma.
Thriwe expects brands to increase investment in systems that join data from multiple channels. It anticipates that this will cover mobile apps, web activity, call centres and in-store interaction. The company believes this data consolidation will underpin more granular segmentation and more frequent micro-interactions.
AI in engagement
Infobip, a cloud communications platform, reports that AI already underpins a significant share of customer engagement at large retailers, banks and digital-native firms. The company saw heavy traffic during recent retail peaks and links this volume to rapid growth in automated interaction.
"This year has shown that AI is the core engine driving customer engagement. During peak events like Black Friday and Cyber Monday, our platform recorded a staggering 12.2 billion interactions globally, with RCS experiencing a 277% surge in messaging traffic on Black Friday alone. And as the volume hits a record, AI enabled brands to deliver hyper-personalized omnichannel experiences without sacrificing speed or security. Customers demand faster and smarter interactions than ever before. By 2026, AI-powered agents are expected to manage up to 95% of routine interactions, providing instant and personalized support around the clock. They are evolving beyond basic FAQ bots into human-like, agentic models capable of complex, autonomous conversations, allowing human teams to focus on cases that require empathy and judgment," said Harsha Solanki, VP GM Asia, Infobip.
Infobip expects AI agents to become standard in customer service stacks. It forecasts widespread deployment across messaging channels, email and voice within the next two years. The company notes that organisations now face pressure to integrate AI models with secure back-end systems and verified customer identities.
Super app trend
Infobip also highlights the shift in role for consumer messaging platforms. It points to WhatsApp and Rich Communication Services as examples of channels that increasingly carry end-to-end journeys.
"Platforms like WhatsApp and RCS are becoming super apps, integrating messaging, marketing, and payments within a single interface to deliver complete customer journeys seamlessly. As AI matures and adoption scales, organizations that unify first-party and internal data while ensuring compliance will unlock the full potential of intelligent and trusted customer experiences. With regulatory frameworks such as the Digital Personal Data Protection Act (DPDA) and updated telecom cybersecurity rules shaping how data is collected and managed, growth in digital engagement can strengthen trust. Looking ahead, Infobip, with its secure infrastructure and our vast global network, will continue to create innovative solutions and enable the brands to create meaningful journeys," said Solanki.
Vendors expect brands in sectors such as retail, finance, travel and utilities to expand the use of embedded payments, in-channel support and proactive notifications inside these apps. They say this will reduce reliance on separate mobile apps and traditional call centres.
"As we move closer to 2026, loyalty will be defined by intelligent, continuous engagement rather than point accumulation. Brands will increasingly rely on AI-powered personalised engines, including agentic recommendation capabilities, to deliver rewards, nudges and communication tailored to individual behaviour in real-time and across touchpoints. This evolution is driven by a more unified, data-led understanding of customer signals, allowing programs to move beyond rigid, rule-based models. Instead, this technology-led approach enables loyalty ecosystems to adapt dynamically to changing contexts and preferences. As a result, loyalty is emerging as a scalable, long-term driver of brand affinity, strengthening emotional connections by being meaningful, adaptive and aligned with end-to-end customer journeys. At the core of this shift are AI-powered, agentic recommendation engines that intelligently tailor rewards, nudges and communication based on individual behaviour," said Verma.