Brand Loyalty Isn't Dying. It's Being Replaced | MARKETING Magazine Asia
Source: Marketing Magazine Asia
Published on: 2026-06-05 05:29
By Jarryd Zankovic, SVP Product, Fluent Commerce. For decades, the most valuable real estate in retail wasn't a shop floor or a website, it was space in a consumer's mind. Brand loyalty was the holy grail: earned through emotional storytelling, cultivated through advertising spend, and defended by the warmth a customer felt when they saw your logo. That era is over. Not because consumers have become cynical, but because shopping itself is changing. Training for a marathon once meant visiting the Nike store. Today, an AI agent does the browsing, comparing, and deciding, tailoring recommendations to my specific attributes, goals, and history. From Emotion to Execution Brand loyalty was always a proxy for trust. Consumers chose familiar brands because familiarity reduced risk. AI agents run that same trust calculation but with data, not feelings. When an agent evaluates your brand, i...
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