Future of loyalty: Experts discuss “joy”, gamification, AI and personalization

If you were to ask local loyalty experts what they think is the current evolution of the loyalty industry in Asia Pacific (and the world), you would hear terms like “the magic of joy,” avoiding a “sea of ​​sameness,” shaping promotions through gamification, and harnessing the power of AI and real-time data.

These statements and themes all speak to the current state and future of loyalty in the region. They were particularly prevalent during the recent 2025 Asia Pacific Loyalty Conference hosted by the Australian Loyalty Association. The event brought together loyalty companies, brands, retailers, customers and more to learn, discuss and network around the current state and future of the loyalty industry.

Joyful moments of magic

Creating emotional connections and creating memories was a frequently mentioned theme of the event. Adam Posner, CEO of loyalty consulting firm The Point of Loyalty, describes such connections as creating “moments of joy…”