Retail Executives Say Gen AI Will Weaken Brand Loyalty

The loyalty gap is already visible in how artificial intelligence (AI) handles customer relationships.

In fact, some 88 percent of U.S. adults said AI-powered customer service resolved their issue; however, only 22 percent said the experience made them prefer that brand, according to Gladly's 2026 Customer Expectations Report.

Meanwhile, the shoppers most likely to switch brands are already routing decisions through AI. One in three Gen Zers and one in four Millennials prefer Gen AI over search, social media or influencers when deciding what to buy, according to a Future Commerce survey of consumers in the U.S., U.K., Australia and New Zealand.

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