Customer Loyalty Index 2026, Global Edition
10,000+ consumers just revealed something your competitors don’t want you to know
About the report
For decades, customers found their favorite brands the old-fashioned way: comparing, weighing, and returning to the ones they trusted. Now, AI sits at every stage of the purchase journey, quietly influencing what customers see, choose, and buy.
Our sixth annual Customer Loyalty Index, based on responses from more than 10,000 global consumers, uncovers a new equation shaping brand relationships:
trust + control + autonomy = loyalty.
The signals are already clear. 60% of consumers are more loyal to brands that make them feel personally valued. 33% now trust an AI assistant to complete purchases on their behalf. And 30% have already switched from a brand they were loyal to because of how it uses AI, a figure that climbs to 45% among Gen Z.
What’s Inside
The shifting loyalty landscape: Six years of trend data, including how they vary by country, generation, and industry.
AI shoppers vs. everyone else: Discover why consumers who use AI to shop show higher loyalty across nearly every category, and how to engage them meaningfully.
The loyalty equation in action: Practical guidance on delivering personalized experiences at scale while giving customers the transparency they expect.
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