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Artificial Intelligence (AI) has become a topic of conversation for marketers this year. With its ability to enhance personalization, tailor rewards, and make product recommendations, the technology has wide implications for customer loyalty. Even so, many marketers are struggling to wrap their heads around AI — how to define it, what it means for their brand, and the best way to implement platforms that leverage AI.

Loyalty360 CEO Mark Johnson recently spoke with Andy O’Dell, Co-Founder and Chief Strategy Officer at Clutch, about the current role of AI in customer loyalty, potential uses of AI going forward, and how brands can implement the technology to reimagine the customer experience.