There’s something thrilling about buying the perfect product online. That quick dopamine hit, the satisfaction of a need met, the smoothness of the experience. For years, we’ve been moving toward faster, easier, smarter shopping. And now, AI has taken it one step further. Actually, it’s taken it out of our hands.
Because now, the AI is making the calls. Literally.
Last week, Google quietly introduced a new feature that blew my mind. Their AI can now call businesses on your behalf. Say you’re looking for dog-friendly hotels in Paris with a late checkout, or need a last-minute groomer before your poodle’s big park playdate. Just ask, and Google will phone around, compare options, and return with a done deal. All without you having to dial a single number.
For someone like me, a borderline Gen Z-er (1997) who knows more peers with than without phone phobia, this is revolutionary. But it also makes me ask: What happens to loyalty when the assistant gets all the credit?
Agentic shopping isn’t coming. It’s here.
We’ve already seen the shift. ChatGPT lets users shop directly in chat. Google Lens can find that rug you spotted in a café. AI interfaces are designing your perfect wardrobe and recommending matching lipsticks. Shopping has become frictionless, seamless, and increasingly… faceless.
Nowadays, I ask “my AI” a lot. Whether creating a recipe from things I found in my fridge or comparing shoes in a store to see which are best for playing tennis, AI helps me make decisions quicker without the hassle of asking an in-store employee for help. However, my use of AI follows after I’ve already purchased something OR when I’m in a store about to buy something.
With these new agentic AI features, that’s about to change.
If-slash-when I ask my AI to find eco-friendly dog food for under €30, it doesn’t show me brands I’ve followed on Instagram. Instead, it shows me results based on price, delivery speed, and ingredients. Brands become bullet points. The “buy now” button becomes invisible. The dopamine hit? It’s still there. But the brand connection? Gone.
So, how do you build loyalty when you’re not even part of the purchase?
This is the scary bit. But it’s also the exciting bit.
Loyalty is no longer just about the sale. It’s about the moment after. While AI might have found the product, the post-purchase experience is still up for grabs.
Your brand can still matter. But it has to work harder and smarter to show up when the customer isn’t asking for it.
Here’s what that looks like in a world of AI personal shoppers and robo-calls:
Be useful without being asked.
When I buy that organic dog shampoo through an assistant, I still appreciate a quick guide on how often to use it, or a tip to check for allergies. Send it by email or WhatsApp. Don’t wait for me to ask. An excellent example I found is this email by GIR (via Really Good Emails), outlining care tips for newly purchased products – so I don’t have to wonder whether I can throw them in the dishwasher:
Bring personality into the invisible.
I’ll remember if your chatbot has a name and jokes about wet dog smells. If your delivery email includes a fun “Meet the Pack” section introducing your team’s dogs, I might even smile.
Turn packaging into connection.
When the product arrives, it’s your moment. A clever thank-you card, a QR code to reorder, or a personalised message (“We hope Xena loves it!”) reminds me who you are. Not the AI.
Use receipts like micro-content
It sounds dull, but even a PDF invoice can have a message: “P.S. Want a dog brush that matches? Tap here.” It’s subtle, but it sticks.
One of my all-time favourite order confirmation email attachments, I’ve been using it for years, is this one from Safari Resort Beekse Bergen. After ordering entry tickets, you get the tickets in PDF, accompanied by a map of the park and some good tips for when you’re actually at the resort:
Give me loyalty perks that feel personal
I don’t care about points. I care that you remembered I ordered flea drops last month and offered me a discount on tick repellent before summer starts.
Make support less scary
I still hate phoning businesses, but if your app or website lets me live chat with someone who understands dog owners and uses emojis, I’ll come back (promise 🫱🏼🫲🏼).
Don’t forget real life
If I can pick up a free treat at your pop-up shop next time I’m in town, or bring my dog to your event, you’ve just created a moment AI can’t replicate.
Learn how Dutch personal care brand Rituals uses WhatsApp in-store to gain loyalty.
The future of loyalty is emotional, not just efficient
We used to win customers with great UX and fast delivery. Now that’s the baseline. AI has raised the bar. People crave warmth, care, and moments that make them feel seen.
The brands that win loyalty in the age of AI will be the ones that show up when they’re not in the spotlight. They will send a birthday treat to your dog, fix a delivery issue without asking for a tracking number, and still sound human when the interface doesn’t.
Look at your post-purchase experience not through the lens of ROI but through the eyes of someone who trusted you with their money. Are you rewarding that trust? Are you showing up in ways that matter?
Because while AI might win the sale, you still have every chance to win the relationship.
