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Loyalty programs are undergoing a transformation, driven by shifting consumer expectations, technological advancements, and an increased focus on delivering real value. As brands navigate this evolving landscape, they’re making bold moves to refine, reinvent, and, in some cases, completely overhaul their loyalty strategies. 

In this installment of Leaders in Customer Loyalty: Industry Voices, we sit down with Mladen Vladic, Head of Products and Services for Loyalty at FIS, to discuss what’s driving this industry-wide shift. From the growing emphasis on non-transactional rewards to the role of AI in shaping personalized customer experiences, Vlad shares key insights on where loyalty is headed in 2025.