SAP study finds 31% of consumers grow more loyal to brands using AI, while 30% have already switched away

According to SAP's Global Customer Loyalty Index, AI-driven customer interactions make 31% of consumers more loyal to brands, but nearly as many (30%) have switched brands due to AI use, rising to 45% among Gen Z. The research reveals consumers don't want full AI autonomy but rather "earned autonomy"—delegation that remains reversible and comes with human oversight. Sixty percent of consumers prefer shared control between humans and AI, while only 4% want fully autonomous experiences. SAP found that foundational brand factors—product quality, pricing, and customer service—remain the primary loyalty drivers, with AI working best when it reduces decision friction in high-choice scenarios rather than replacing human judgment on consequential actions.