AI-powered personalization is helping brands meet rising consumer expectations for relevance and values

INDIANAPOLIS – Nov. 20, 2025: Black Friday may be the ultimate consumer moment, but it’s also a loyalty stress test. This holiday season, younger values-driven shoppers are rewriting the rules. According to SAP Emarsys’ Customer Loyalty Index 2025, nearly half of Gen Z (48%) plan to shop during the sales period, yet 44% say they’ll only stay loyal to brands that reflect their values. Nearly a quarter (23%) are willing to pay more to support brands aligned with those values. In fact, 49% of Gen Z and 37% of Millennials switched brands in the past year over poor sustainability practices.

As we head towards 2026, the brands that win will go beyond communication to anticipation. AI will be the secret sauce behind this evolution, empowering marketers to listen, learn and respond in real time. Points and perks are no longer enough. Consumers expect tailored offers, transparent sustainability and experiences that feel relevant and authentic. And they expect brands to deliver this consistently across channels.

“Loyalty is no longer just a program”, said Joanna Milliken, CEO of SAP Emarsys. “The most successful brands treat loyalty as part of the entire customer experience, creating relevant, connected journeys that keep shoppers coming back.”

Mizuno: From Campaigns to life-long Connections

Global sports brand Mizuno is proving what’s possible when personalization meets purpose. Historically reliant on seasonal campaigns, Mizuno wanted a more sustainable way to engage its diverse customer base across 10 product categories and multiple channels.

By partnering with SAP Emarsys, Mizuno unified its customer data and used AI to create personalized journeys, turning one-off interactions into long-term relationships.

“We wanted a way to connect the different channels we use to engage with consumers,” explained Lisa Fair, Growth Marketing Specialist at Mizuno. “SAP Emarsys helped us bring everything together so we can create more personalized experiences because that’s what drives real loyalty for us.”

The results speak for themselves:

  • 52% year-over-year increase in active customers
  • 62% increase in revenue from premium customers
  • 35% increase in customer win-backs
  • 33% increase in number of orders

Discover more insights in the SAP Emarsys Customer Loyalty Index.