India, Oct. 14 -- Loyalty programmes are moving beyond points, tiers and personalised offers to systems that can anticipate customer intent and recommend the next best action in real time. As artificial intelligence (AI) reshapes how businesses use behavioural data, the challenge is no longer simply predicting what a customer might do, but deciding when an incentive is necessary, which offers are relevant and how to make automated decisions accountable.

Fragmented customer data, consent requirements and algorithmic bias add to the complexity, particularly in banking-led loyalty ecosystems. Amresh Acharya, Managing Director and CEO of Loylty Rewardz, discusses the changing architecture of AI-led loyalty platforms, the commercial trade-off...