Welcome to Retail in America, Season 2, episode 1, with a special conversation sponsored by IBM.

Brand loyalty isn’t what it used to be — and today’s consumers are proving just how quickly it can disappear. In this conversation, I sit down with IBM’s Jane Cheung to unpack the latest findings from the IBM Global Consumer Research study and explore why trust has become the true competitive advantage.

Consumers are still willing to choose the brands they believe in, even when prices rise — but the margin for error is shrinking fast. With AI playing a growing role in how people research, validate, and discover products, the expectations for transparency and consistency have never been higher.

We dig into what this shift means for retail leaders: how loyalty must evolve, what today’s “value equation” really looks like, and why advocacy is emerging as one of the most powerful signals in an AI-driven marketplace. This episode is a roadmap for any brand that wants to stay relevant — not just to people, but to the AI systems helping them shop.

Takeaways:

• Loyalty is more fragile than ever — trust is now the differentiator.
• Data transparency matters: 83% of consumers have concerns about privacy and usage.
• 25% of shoppers will still pay more for brands they truly trust.
• Advocacy is rising fast, with 47% of consumers recommending a new brand recently.
• AI is reshaping loyalty programs and how value is delivered.
• Strong data governance is essential for accurate, timely, and personalized engagement.

Links referenced:

Register to receive the full report here: https://obvs.ly/Ron1

Companies mentioned:

IBM