What Makes UAE Consumers the Most Loyal? Lessons for Brands

UAE consumers are the world’s most loyal, and it’s no accident. With AI at the helm, brands are creating personalised experiences that forge meaningful connections. Dive into the insights that could change how businesses approach loyalty forever!

For the first time, the UAE has topped the global rankings for brand loyalty, surpassing even the US, according to SAP Emarsys’ Customer Loyalty Index. With 83% of UAE respondents showing allegiance to certain brands, this marks a shift in consumer behaviour that’s gaining attention from marketers worldwide.

The standout factor? Positive attitudes toward Artificial Intelligence (AI) and a cultural preference for personalised experiences.

As Marwan Zeineddine, Managing Director of SAP UAE, notes, “AI empowers marketers to create incredible connected experiences.” This trend in the UAE suggests that loyalty is no longer just about familiarity but about meaningful, customised interactions that create lasting impressions.

AI Isn’t Just Helpful; It’s a Game-changer

In the UAE, AI-driven personalisation is more than just a buzzword; it’s a practical tool for creating memorable, one-on-one interactions with customers. From automated customer segmentation to personalised campaigns, AI helps marketers craft unique journeys that reflect each individual’s preferences and values.

Survey respondents revealed that consistent branding (44%), brand longevity (30%), and even trending social media content (29%) rank high as loyalty drivers. This means that while quality and consistency matter, it’s AI-enabled personalization that has a unique ability to speak directly to customers’ needs.

And for marketers, the data is clear: AI isn’t just helpful; it’s a game-changer. SAP Emarsys research shows UAE marketers are saving 2.2 hours on average in campaign launch times, allowing them to focus more on creativity and less on setup.

A New Generation of Brand Loyalists

Interestingly, younger consumers in the UAE show stronger brand loyalty compared to their global counterparts. This loyalty is about more than just brand recognition; it’s about brands that “get” them. By focusing on younger audiences with personalised content and targeted messaging, brands in the UAE are building long-term relationships with the most committed demographic.

To sustain this loyalty, companies need to continuously evolve. Predictive AI can help brands anticipate what customers will want next, helping brands deliver those sought-after “aha” moments that strengthen connections. For instance, global brands like Pizza Hut are leveraging AI to create two-way conversations that feel natural and personalised, showing how brands can remain relevant to customers over time.

Insight: The Loyalty Shift – It's All About the Experience

As a writer observing these changes, it’s exciting to see how loyalty is evolving beyond simple transactions. Today’s UAE consumers don’t just want quality; they want to feel seen, valued, and part of a personalised journey. The expectation of a “value exchange” has become standard, with customers willingly sharing personal data—like birthdays or preferences—as long as they receive meaningful rewards in return.

For marketers, the message is clear: loyalty today requires more than a strong brand name. It’s about offering experiences that resonate on a personal level. AI enables these experiences, helping companies build bonds that go beyond products and create a culture of trust.