Executive summary
Consumers want shared control over AI in brand interactions (60%), and 30% have switched brands over a company's AI use (45% of Gen Z). Incentive-based loyalty fell to 38% from 48%.
Key findings
- 60% Shared control is preferred
Preferred control: 20% full human control, 16% AI-led with oversight and 4% fully autonomous. - 30% AI use can cost loyalty
Switched brands over a company's AI use; 45% among Gen Z. - 38% Incentive loyalty fell
Down from 48% in 2025; "true loyalty" rose from 29% to 32%. - 42% Human support builds trust
Top trust builder: human support when something goes wrong.
Methodology
Described as SAP's sixth Global Customer Loyalty Index (2026). Sample size, method and geography are not described in the article.
SAP published an article citing its index as sponsored content on MarTech on October 13, 2026. The article does not describe the sample, method or geography.
How to read it
This is vendor research used to promote SAP’s Autonomous Marketing and Engagement offering. MarTech states it neither confirms nor disputes the sponsor’s conclusions, figures are self-reported, and the Gen Z findings are the author’s interpretation.