Why marketers must rethink loyalty as AI reshapes consumer connections

Doubling down on first-party data and keeping closer tabs on communities are some of the ways to preserve brand relevance, according to new Gale research. Adopters of artificial intelligence tools like OpenAI’s ChatGPT and Google Gemini are starting to set more of their brand preferences within chatbots. In the grand vision of technology developers, agentic AI will eventually identify relevant products, seek them out online and even shop, all with relatively little direct user input. That poses significant challenges to building and maintaining brand loyalty, according to new findings from the Gale agency.