The AI era has fundamentally shifted the loyalty equation, but brands are dangerously out of step with reality. While 82% of consumers are dissatisfied with brand experiences, only 22% of brands recognize they have a seamless experience problem.

This 60-point Engagement Divide reveals a critical blind spot: brands continue to invest in AI-powered personalization and automation, believing technology alone drives loyalty. Meanwhile, consumers are looking for something AI cannot create at scale—genuine trust and emotional connection.

Key Takeaways

• How can AI enhance personalization without eroding trust?
• What does it take to move beyond incentive-driven marketing and intentionally build loyalty rooted in emotional connection?
• What commonly overlooked signals across engagement, commerce, service, and loyalty could have a greater impact on loyalty and lifetime value?
• How can brands best orchestrate people, processes, and technology to consistently deliver on their brand promise at scale?

SAP Emarsys is the customer engagement solution of Intelligent CX from SAP, empowering businesses to deliver personalized, AI-driven, omnichannel experiences. Built for scalability and extensibility, Intelligent CX from SAP integrates commerce, sales, service, marketing, and customer data, enabling businesses to exceed customer expectations with real-time, relevant engagement. From digitally native disruptors to global enterprises, SAP Emarsys helps bring out the best CX in every business by meeting customers where they are with the products, information, and experiences they need, exactly when and where they need them.