Amperity, the AI-powered Customer Data Cloud, today released findings from its new The 2026 Consumer Priorities Report: The New Rules of Loyalty in the Age of AI, exploring how generative AI is changing the way consumers discover brands, make purchase decisions, and define loyalty.

The research reveals consumers are increasingly relying on AI tools like ChatGPT, Claude, and Gemini to compare products, plan travel, and evaluate services, creating new pressure on brands competing for customer attention and loyalty. At the same time, the findings show that personalization still matters deeply to consumers — but only when experiences feel relevant, timely, and trustworthy.

“Consumers are increasingly turning to AI to help them decide what to buy, where to travel, and which brands to trust. That means loyalty can no longer be taken for granted,” said Derek Slager, co-founder and co-CEO of Amperity. “In an AI-driven marketplace, brands need more than customer data. They need trusted customer context that helps them recognize intent and respond with relevance in the moments that matter.”

Key findings from the report include:

AI Is Reshaping Brand Discovery and Purchase Decisions

80% of generative AI users said they use tools like ChatGPT, Claude, and Gemini to research products, compare services, or plan travel.
80% said they sometimes or often act on AI-generated recommendations by clicking links, making purchases, or booking services.
60% of consumers said AI has led them to choose a brand they had not previously considered.
Only 23% of consumers said they go directly to brands they already know without considering AI recommendations.

Loyalty Is Becoming Increasingly Conditional

63% of consumers said they would switch brands for a better offer, highlighting how loyalty is becoming increasingly fluid.
Loyalty programs, rewards, and consistent cross-channel experiences ranked among the strongest drivers of customer loyalty.
Consumers reported being loyal to only a small number of brands within most categories, creating an increasingly competitive environment for customer retention.

Consumers Want Personalization, But Only When It Feels Relevant and Trusted

72% of consumers said personalized experiences are somewhat or very important when choosing a brand.
58% said invasive or “creepy” personalization makes them less likely to choose a brand.
78% said they are more likely to engage with personalized experiences when they trust how their data is being used.
Consumers also reported growing frustration with irrelevant, repetitive, and mistimed brand experiences.

The findings point to a broader shift in how brands compete in an AI-driven marketplace. As consumers increasingly rely on AI to surface recommendations and compare options, brands must move beyond static campaigns and disconnected customer experiences toward real-time decision-making, grounded in trusted customer context.

“Personalization isn’t the goal. Relevance is,” Slager continued. “Consumers are willing to share data when they see value in return, but they expect brands to use that information responsibly and intelligently. As AI becomes a bigger part of how consumers discover and evaluate brands, the ability to act on trusted customer context becomes a competitive advantage.”

The 2026 Consumer Priorities Report: The New Rules of Loyalty in the Age of AI explores how AI is reshaping customer expectations, loyalty, personalization, and brand discovery across retail, travel, and service industries.

Methodology

Amperity surveyed 1,000 U.S. consumers between the ages of 18 and 65 in May 2026 using Pollfish.

About Amperity

Amperity is the AI-powered Customer Data Cloud that helps brands act on real-time customer context. By connecting data, decisions, and action, it enables more relevant experiences in the moments that matter. More than 400 brands worldwide rely on Amperity, including Alaska Airlines, DICK’S Sporting Goods, BECU, Virgin Atlantic, and Wyndham Hotels & Resorts. Founded in 2016, the company operates globally with offices in Seattle, New York City, London, and Melbourne. Learn more at amperity.com.