Amperity Research Finds AI Is Rewriting the Rules of Consumer Loyalty
New research reveals AI is increasingly shaping purchase decisions, weakening traditional brand loyalty, and accelerating the need for trusted customer context in the moments that matter
Amperity, the AI-powered Customer Data Cloud, today released findings from its new The 2026 Consumer Priorities Report: The New Rules of Loyalty in the Age of AI, exploring how generative AI is changing the way consumers discover brands, make purchase decisions, and define loyalty.
The research reveals consumers are increasingly relying on AI tools like ChatGPT, Claude, and Gemini to compare products, plan travel, and evaluate services, creating new pressure on brands competing for customer attention and loyalty. At the same time, the findings show that personalization still matters deeply to consumers — but only when experiences feel relevant, timely, and trustworthy.
"Consumers are increasingly turning to AI to help them decide what to buy, where to travel, and which brands to trust. That means loyalty can no longer be taken for granted,” said Derek Slager, co-founder and co-CEO of Amperity. “In an AI-driven marketplace, brands need more than customer data. They need trusted customer context that helps them recognize intent and respond with relevance in the moments that matter."
