The rise of agentic AI poses a new challenge for understanding customer loyalty, as AI agents may make purchasing decisions on behalf of consumers. This raises questions about who is being rewarded when a purchase is made and how loyalty can be accurately measured in such scenarios. Leaders in the loyalty industry are urged to consider these implications as AI agents become more prevalent. AI
IMPACT Agentic AI may necessitate new frameworks for understanding and measuring customer loyalty in the coming years.
RANK_REASON The item is an opinion piece discussing the implications of agentic AI on customer loyalty, rather than a direct release or research finding.
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