AI is playing a significant role in the customer journey, with 80% of generative AI users saying they sometimes or often make purchases, book services, or otherwise act on AI-generated recommendations, while 60% say the technology has introduced them to brands they hadn’t previously considered.
Those are among the findings from Amperity’s new report, The 2026 Consumer Priorities Report: The New Rules of Loyalty in the Age of AI, which examines how generative AI is changing the way consumers discover brands, make purchase decisions, and define loyalty.
Based on a survey of 1,000 U.S. consumers, the report finds that consumers are using AI tools to compare products, plan travel, and evaluate services, creating new pressure on brands competing for customer attention and loyalty.
“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.
Key findings from the report
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.
“Personalization isn’t the goal. Relevance is,” Slager added.
“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.”
Methodology: Amperity surveyed 1,000 U.S. consumers between the ages of 18 and 65 in May 2026 using Pollfish. You can learn more about the findings here.
