Transforming Customer Loyalty Programmes with AI

Published

May 28, 2025

10 min read

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Transforming Customer Loyalty Programmes with AI

In today’s AI-accelerated world, data is no longer just a business asset, it’s the backbone of modern customer experiences. This belief is powering a bold transformation. With our presence in 18 countries and a portfolio of over 200 global brands, we have embarked on an ambitious journey to become a truly intelligent, data-driven organisation. At the heart of this evolution is Blue AI — a pioneering feature within Al-Futtaim’s Blue Rewards platform that leverages artificial intelligence to deliver hyper-personalised, seamless, and engaging experiences across sectors including automotive, retail, and healthcare.

Developed in the UAE, Blue AI acts as a smart lifestyle advisor, offering everything from curated fashion and beauty recommendations to instant product suggestions and streamlined test drive bookings. Underpinned by Al-Futtaim’s Intelligent Data Platform and its enterprise-wide SAP S/4HANA transformation, this AI-powered ecosystem is enabling smarter decisions, more connected journeys, and better service delivery.

In this feature, we explore how Al-Futtaim is integrating AI across its customer touchpoints and backend operations — from automated supply chains and personalised marketing to conversational assistants and generative AI content creation. We also take a closer look at the future roadmap for Blue AI, the Group’s growing digital capabilities, and how AI is being used to unlock new levels of loyalty, operational agility, and revenue growth across the region.

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