AI opens up exciting possibilities for loyalty marketing by helping brands understand customer actions beyond purchases. While transaction data is easy to track, AI can analyze other activities like profile updates, logins, and engagement with emails. These small actions can signal customer value and help create more personalized strategies.

The challenge lies in using this data effectively. Loyalty platforms need to adapt to handle real-time insights and reward meaningful behaviors. Not all actions are equal, so it’s about focusing on what truly matters for customer relationships.