How AI is filtering and rewriting brand loyalty

Your brand is being filtered out. A seismic shift is fundamentally changing how consumers relate to loyalty, and most brands aren’t built for it. More than half of AI users have already turned to an AI assistant to help them decide where to shop, what to buy, or which brand to use.
And among all respondents, nearly 1 in 3 have gone a step further: deliberately opening an AI assistant — ChatGPT, Gemini, Copilot, and a growing field of others — and telling it which brands to favor above all others. It’s a deliberate hardcoding of their preferences directly into the algorithms that will shape every future recommendation they receive.