January 22, 2026
Retail Loyalty Data Shows AI Is Uninspiring For Shoppers
Research from Retail Week and The Grocer show that while online supermarket orders continue to boom, the use of AI for consumers is way down the shopping list.
Highlights of the research are live on the The Grocer, with the full details set for a big reveal at the Retail Live 2026 event in March.
Even as supermarket brands look to adopt AI for customer experiences, with only around 20% of consumers doing their shopping online, they have more pressing issues like order slots, product availability and other issues.
Only 4% care about AI agents supporting orders, and just 2% want to spend any time at all talking to a chatbot.
Loyalty is For the Customers
Ashley Arlott, SVP Card Present Strategy Europe, Shift4, talking about how retailers can adopt effective loyalty strategies to meet customer demand in an increasingly competitive market, responds to the day.
He notes, “Loyalty is becoming built-in automatically when customers pay. Rather than scanning an app or filling out a form, customers’ payments trigger instant rewards, cashback, or points in real time.”
“This marks a big shift for small businesses, who can use this payment data responsibly to recognise returning customers and personalise offers. The most successful brands will embed loyalty directly into checkout, giving value back right when the customer pays, and keeping it simple, transparent, and most importantly, rewarding.”
“Businesses must prioritise connectivity and customisation. For instance, a single payment identity that links everything together, from parking to food to merchandise, and follow-up orders. Mobile payments let small businesses meet customers anywhere, while a secure, shared profile ensures consistency while enabling a tailored experience. When everything feels connected and effortless, people spend more, return more often, and trust brands more.” He concluded.
As more companies and markets try to use AI in their CX operations, not every effort will prove wanted or necessary. But, given the speed of AI development, new ideas are likely just around the corner to attract shoppers.
