What if your loyalty programme could deliver a 5x ROI, boost customer engagement, and save your team hours of work?
Antavo’s Global Customer Loyalty Report 2025 reveals how businesses are achieving these results by embracing AI, gamification, and personalised rewards.
Based on insights from over 2,600 industry professionals, 10,000 global consumers, and 230 million customer interactions, the report dissects the trends reshaping loyalty strategies. With 37% of loyalty programmes already using AI and 50% planning to adopt it, confidence in AI-powered tools is surging.
A remarkable 67% of programme owners feel at ease using AI agents to manage loyalty initiatives, though 30% still lack the expertise to keep pace with the competition.
Attila Kecsmar, CEO and co-founder, at Antavo, said: “Brands are doubling down on loyalty spend as a significant part of their growth and there is a clear focus on retention and offering consumers more personalised rewards, easier access to benefits and a seamless experience across brands. The time is ripe to capitalise on the massive promise of AI to save on resources, and drive hyper-personalised loyalty programmes at scale, profitability, and stay ahead of the competition.”
Investment in loyalty marketing has soared, now accounting for 31% of marketing budgets, an increase from 23% in 2022. Belgium leads with 39%, followed by Brazil (36%) and the US (30%). This surge supports Forrester’s prediction that loyalty programme adoption will rise, even as brand loyalty becomes harder to maintain.
Personalisation continues to be a game-changer, with 82% of programme owners noting that custom rewards drive engagement. Yet, features like point pooling and family accounts are still infrequent, despite their clear potential. Gamification, another rising trend, is set to redefine engagement strategies, with 76% of respondents planning to implement it for data collection and enrolment in the next two years.