AI reshapes strategies at Asia Pacific loyalty and retail conference

Loyalty experts are urging businesses to integrate artificial intelligence into their customer retention strategies as expectations around personalisation, data use and engagement continue to evolve.

The upcoming Asia Pacific Loyalty Conference, hosted by the Australian Loyalty Association (ALA), will centre discussions on how the application of AI is influencing retail and loyalty programs, amidst new research reflecting shifts in consumer attitudes.

Findings from recent ALA research reveal that 46% of members expect brands to know their preferences, indicating a gap between customer expectations and what is currently being delivered in loyalty programs.

The research also shows a willingness among consumers to share personal data, with 58% of respondents comfortable with brands collecting information if it leads to more relevant offers. At the same time, 53% of participants remain concerned about how much data is held by loyalty programs, highlighting the ongoing tension between personalisation and privacy.

Communication preferences are also changing, with 75% of members indicating a preference for email, while only 35% are open to receiving text messages. Additionally, 68% would only want SMS communication to be used for urgent updates.

Speaking on the evolving loyalty landscape, ALA Founder and Director Sarah Richardson highlighted the pressures and opportunities facing loyalty professionals as AI technologies become more advanced. Richardson stated: "As AI tools become more sophisticated, the pressure is on loyalty leaders to stay informed about technology advancements to maintain their competitive edge. The 2025 event is set to provide loyalty professionals with practical guidance and fresh thinking during a pivotal moment for the industry, to better adapt to shifting consumer behaviours and cultivate lasting customer loyalty."

The Asia Pacific Loyalty Conference agenda includes a Fireside Chat featuring Robert Lopez, Chief Marketing & Innovation Officer from Norths Collective, and Lucinda Acheson, Customer and Loyalty Strategy from Salesforce, exploring the transformative effects of artificial intelligence on customer experience and loyalty. The discussion will assess the roles of predictive analytics and machine learning, and address the challenge of advancing technology while maintaining customer trust.

Robert Pope, General Manager of Customer at Myer, will address how brands can re-evaluate their loyalty strategies in light of economic pressures, discussing approaches to keep customers engaged and rewarded during a cost-of-living crisis. Pope said: "In this session, we will explore how the AI era is reshaping customer experience and member loyalty. Join us to discover how new AI technologies and practical strategies can be applied to your organisation and loyalty programs to create a more efficient and personalised member experience."

The three-day conference is set to attract over 400 senior leaders, loyalty professionals and brand marketers from across the Asia Pacific region. Attendees will hear from more than 30 expert speakers, including global loyalty specialists, retail strategists and customer experience professionals.

With over 200 brands and more than 30 exhibitors expected to participate, the event will include discussions on AI-driven personalisation, data ethics, emotional loyalty and omnichannel engagement. Attendees will have access to a full programme of keynote sessions, networking opportunities, exhibitions and social events.

Conference themes aim to address disruption and strategic developments throughout the loyalty journey, encompassing areas such as customer data strategy and the creation of seamless, value-led member experiences.