Positive attitudes to AI considered a key enabler as UAE brands nurture loyal customers
With 83% of UAE respondents considering themselves loyal to a particular brand, people in the Emirates achieved the highest loyalty ranking among all regions in this year’s international SAP Emarsys Customer Loyalty Index. This edition was the UAE’s debut in the annual survey, which saw the US moved to second place for the first time, with a loyalty score of 69%.
Respondents from the UAE also demonstrated some of the most positive attitudes towards artificial intelligence (AI), which SAP Emarsys analysts believe could be a key factor behind the top-ranked loyalty levels. AI makes it easier for brands to build better, more personalized omnichannel experiences, enabling them to nurture loyal customers.
“Loyalty can have a significant impact on brands’ business objectives, but today, the nature of loyalty is changing. In 2024, AI empowers marketers to create incredible connected experiences, making it easier for people to discover a wide array of platforms; reducing the barriers to spending their money elsewhere,” observed Marwan Zeineddine, Managing Director, SAP UAE.
Brand allegiance
Unlike other regions where older generations tend to exhibit greater loyalty, younger generations in UAE showed stronger brand allegiance in the survey. For enterprises looking to stay ahead in an increasingly competitive landscape, SAP Emarsys leverages AI to optimize the entire marketing process—from customer segmentation to campaign execution and performance analysis.
“Brands that embrace AI-powered personalization are far better equipped to keep customers engaged, especially when attention spans are short, and demands are high,” explained Sara Richter, Chief Marketing Officer, SAP Emarsys,
Richter adds that combining traditional marketing strategies with the advanced capabilities of predictive and generative AI, we’re empowering marketers to create exceptional experiences. For instance, SAP Emarsys’ AI Product Finder seamlessly turns complex product data into engaging content, while the AI Subject Line Generator takes the guesswork out of crafting compelling headlines.
