Brand loyalty is entering a pivotal phase as artificial intelligence reshapes how consumers discover, evaluate, and buy products, and new research suggests the first quarter of the year may be the most important moment for brands to act. According to newly released findings from Attentive, Q1 represents a critical window to convert holiday season shoppers into long term loyal customers, making brand loyalty a top strategic priority for marketers in 2026.
Attentive released insights from two studies, the 2026 State of Loyalty and Retention report and the January 2026 Consumer Pulse. Together, the surveys analyze spending behavior, economic sentiment, and the growing role of AI in the consumer buying journey. The research highlights that brands have a unique opportunity in Q1 to build affinity and retention after the surge of first time buyers acquired during the Black Friday and Cyber Monday period.
“By combining frequent consumer and marketer pulse surveys with aggregated data from more than 8,000 brands, we’ve built a deep understanding of evolving consumer needs, expectations, and behavior,” said Keri McGhee, Chief Marketing Officer at Attentive. “We use these insights to help brands engage customers in more authentic ways that drive connection, retention, and loyalty, even more critical as AI plays a larger role in the overall shopping experience.”
The report places the current shift in context, noting that retail has already undergone major transformations through ecommerce and direct to consumer models. AI now represents the next major change, influencing how consumers research products, interact with brands, and complete purchases. This evolution is accelerating quickly, with AI becoming a routine part of shopping behavior rather than a novelty.
Findings from the January 2026 Consumer Pulse show strong consumer openness to AI powered shopping experiences. Seventy percent of shoppers report using AI tools to assist with discovery and purchasing decisions, and adoption is rising across older demographics. Forty five percent of baby boomers now say they use AI powered shopping tools, up significantly from the 2025 holiday period. At the same time, sixty percent of consumers say they are comfortable with brands using AI to personalize experiences, signaling growing trust in AI driven engagement.
For brands, this acceptance creates new opportunities to deepen brand loyalty through relevance and timing. AI enables marketers to tailor messages across channels, using email for richer storytelling, SMS for immediate action, and push notifications for in app engagement. “SMS is our most strategic way of curating the conversational commerce experience for our shoppers,” said NJ Falk, Managing Partner, APL. “It’s the highest form of personalization and has created an ongoing dialogue with our customers. They become loyal brand advocates because they feel heard by APL.”
Q1 stands out because it is when repeat purchasing behavior begins to take shape. Nearly seventy three percent of consumers say they expect to buy again from at least some of the new brands they discovered during the holiday season. While promotions and deals drive initial conversions, the research shows that quality, reliability, and a friction free experience determine whether shoppers return.
As AI becomes more embedded in the buying journey, Q1 brand loyalty efforts may define long term outcomes. Brands that use this period to build trust, personalize engagement, and reduce friction are better positioned to retain customers well beyond the first purchase, turning seasonal demand into sustained growth.
Recommended Marketing News:
- MessageGears Expands Platform To Support Scalable Enterprise Marketing Teams
- Similarweb Expands Digital Metrics Access on Bloomberg Terminal
- Mediaocean Names Innovid CEO Zvika Netter as Chief Innovation Officer
For media inquiries, you can write to our MarTech Newsroom at info@intentamplify.com
