Here’s how brands can future-proof loyalty programs with AI

Australia – As artificial intelligence continues to disrupt traditional retail and marketing landscapes, industry leaders are turning their focus to how AI can future-proof loyalty programs. The Australian Loyalty Association (ALA) has confirmed that artificial intelligence, personalisation, and customer data ethics will headline discussions at the upcoming 2025 Asia Pacific Loyalty Conference.

Recent ALA research reveals a growing tension between consumer expectations and trust. Nearly half of members (46%) expect brands to understand their preferences, while 58% are willing to share their data in exchange for more relevant offers. 

However, 53% remain uneasy about the sheer volume of data collected by loyalty programs. Communication preferences also signal a need for brands to tread carefully: 75% of consumers prefer email updates, but only 35% are open to receiving texts, with 68% limiting SMS to urgent matters.

ALA Founder and Director Sarah Richardson said the growing complexity of customer expectations demands a smarter, tech-driven response from loyalty professionals. “AI is not just a tool—it’s a transformative force in the loyalty ecosystem,” she said. “To remain competitive, loyalty leaders must embrace new technologies while being deeply mindful of consumer comfort and trust.”

As AI reshapes every stage of the loyalty journey—from data strategy to seamless customer experience—the 2025 Asia Pacific Loyalty Conference will serve as a critical forum for brands seeking to stay ahead in an increasingly intelligent and customer-centric marketplace.

The 2025 conference agenda opens with a Fireside Chat featuring Robert Lopez, Chief Marketing & Innovation Officer at Norths Collective, and Lucinda Acheson, Customer and Loyalty Strategy Lead at Salesforce. The session will explore how AI technologies such as predictive analytics and machine learning are reshaping customer experience and loyalty across the Asia Pacific region—highlighting strategies to balance innovation with transparency and ethical data use.

Robert Pope, General Manager of Customer at Myer, will also speak on adapting loyalty strategies during an economic downturn. His session will delve into how brands can remain agile in the face of inflationary pressures while continuing to deliver meaningful value to their members.

“In this session, we will explore how the AI era is reshaping customer experience and member loyalty,” said Pope. “Attendees will leave with practical strategies to apply AI in creating more efficient, personalised and trusted loyalty experiences.”

With over 30 expert speakers and 200 brands represented, the event promises insights into the future of loyalty across multiple dimensions—including emotional loyalty, omnichannel engagement, and data-led personalisation.

MARKETECH APAC is also hosting its What’s NEXT in Marketing conference series, which highlights the future of marketing in APAC this 2025 and beyond, as well as the Retail & E-Commerce Innovation series, highlighting the convergence of retail and e-commerce for brands in Southeast Asia.