The perception of using AI in loyalty programmes by consumers
The perception of using AI in loyalty programmes by consumers

Summary/Abstract: Motivation: The inspiration for conducting this research stemmed from the growing popularity of artificial intelligencein the economy. In addition, digital transformation favours the development of e-commerce, which is associated withthe need to care for customers’ loyalty to the brand. Due to the increasing frequency of using AI in business operations,including in loyalty programs, an interesting research area has emerged: the impact of this solution on consumers’behaviour.Aim: The primary objective of this article is to investigate how Polish consumers perceive the use of artificial intelligencetools in loyalty programs. Whereas the detailed aims are to analyse knowledge about using artificial intelligence toolsin loyalty programs, identify the disadvantages and advantages of these solutions, and find the dependence betweenthe perception of particular aspects of using artificial intelligence in loyalty programs and the research sample’s metricfeatures.Materials and methods: To prepare for this publication, a review of the latest economic literature and Internetsources related to the analysis of topics was conducted. A survey research with consumers’ participation was also con-ducted. The collected data were analysed statistically to identify interesting dependencies across all samples, consideringmetric features.Results: Conducted research enabled a better understanding of consumers’ opinions about using artificial intelligencein loyalty programmes. Thanks to this, there is a better understanding of the motives behind the actions of currentconsumers and the identification of new research gaps.

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