AI tools reshape US consumer loyalty, Amperity says

Amperity has published research on how generative AI is changing consumer loyalty and purchase decisions, with growing use of AI tools in brand discovery among US consumers.

Its Consumer Priorities Report surveyed 1,000 people in the US aged 18 to 65 and found that tools such as ChatGPT, Claude and Gemini are now part of how many shoppers compare products, assess services and plan travel.

Among generative AI users, 80% said they use those tools to research products, compare services or organise trips. The same share said they sometimes or often act on AI-generated recommendations by clicking links, making purchases or booking services.

That shift appears to be opening the door to lesser-known brands. Some 60% of consumers said AI had led them to choose a brand they had not previously considered, while 23% said they go directly to brands they already know without considering AI recommendations.

Conditional loyalty

The findings suggest brand loyalty is becoming more fragile as consumers weigh alternatives surfaced by AI systems. Nearly two-thirds, or 63%, said they would switch brands for a better offer.

At the same time, loyalty programmes, rewards and consistent experiences across channels remain among the strongest influences on whether consumers stay with a brand. Respondents also said they tend to be loyal to only a small number of brands in most categories.

Together, those trends point to a more competitive environment for customer retention, particularly in retail, travel and service sectors where comparison and switching can happen quickly.

Derek Slager, co-founder and co-chief executive officer of Amperity, said the findings reflect a change in how customers decide which brands to trust. "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," Slager said.

Personalisation limits

The survey also found that consumers still value personalisation, but only under certain conditions. About 72% said personalised experiences are somewhat or very important when choosing a brand.

Trust and relevance emerged as central concerns. Some 78% said they are more likely to engage with personalised experiences when they trust how their data is being used, while 58% said invasive or "creepy" personalisation makes them less likely to choose a brand.

Consumers also reported frustration with brand interactions that feel irrelevant, repetitive or poorly timed, suggesting that more data alone does not necessarily improve the customer experience.

For companies trying to strengthen retention, the results suggest that timing and context matter as much as the message itself. Brands face pressure to present offers and recommendations that feel useful rather than intrusive, especially as AI systems increasingly shape first impressions and comparisons.

Amperity, which sells customer data software, said the findings show companies need a clearer view of customer intent as buying journeys become less direct. The group counts more than 400 brands among its customers, including airlines, retailers, financial services firms and hotel operators.

The research was based on a Pollfish survey of 1,000 US consumers and focused on attitudes to loyalty, personalisation, trust and brand discovery as AI tools become a more common part of everyday decision-making.

Slager said companies will need to rethink what personalisation is meant to achieve. "Personalization isn't the goal. Relevance is," Slager said. "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."