Hosted by DataArt and moderated by Tim McMullen (Vice President, Travel & Aviation, DataArt), the discussion featured Charlotte Munro (Global Product Marketing – Generative AI & Search, Booking.com), Clare Ward (Technology Director, Travel & Hospitality, AWS), and Alexandra Makarenko (Retail Lead, DataArt UK). This wasn’t just a panel; it was a working conversation. Every table contributed observations and 2026 predictions, highlighting three themes: stronger data governance as competitive advantage, loyalty experiences that follow the customer across channels, and AI that improves everyday moments without adding friction.
Loyalty as a journey
Participants agreed that loyalty now hinges on context and continuity across the journey - not points alone. Despite having more data than ever, the real hurdle is orchestration: connecting and governing signals, so AI augments judgment and empathy, not just speed. The emphasis is on using data to deepen relationships and inform decisions, rather than merely driving promotions.
Human + machine at scale
Clare Ward emphasized the opportunity to accelerate loyalty by taking advantage of emerging AI technologies: “It’s now easier to understand and capture every interaction with travelers real-time and to generate insights to personalize, engage and excite customers, that’s a differentiator when it comes to loyalty”
From the field, Tim McMullen observed, “Across travel and retail, the most powerful case studies don’t just showcase what AI can do, they show how human insight turns technology into meaningful results.”
Adding a retail lens, Alexandra Makarenko underscored end-to-end continuity: “For us, personalization starts before the purchase and continues long after. The post-sale experience is where loyalty is won or lost.”
Why it matters
Loyalty is shifting from rigid programs to data-led, end-to-end capabilities that create value before, during, and after each transaction. AI accelerates this shift and raises expectations for governance, speed, and measurable results. DataArt’s $100M commitment to data and AI supports clients with scalable foundations and accountable operating models designed for this next chapter.
