Here are the recommended reads for this week and why they matter:

1. Will AI ‘Completely Rewire’ Loyalty Programs? 

By Michael Brady, CX Dive 

Brady examines how AI pushes loyalty beyond segmentation and into true one-to-one personalization. The article warns, however, that without human oversight, brands risk crossing the line into experiences that feel “impersonal, off base, and overcurated.” 
 
It’s a powerful case for why marketers need control and how Positionless Marketing equips them to deploy AI responsibly while maintaining brand integrity. 
 
Quote of the week:

“If a brand lets AI take the wheel without real human guardrails, the customer experience could start to feel impersonal, off base and overcurated,” Patricia Camden, EY Americas loyalty leader. 
 

2. This year’s G2E will recognize the influence of igaming and sports betting 

By Rege Behe, Complete iGAMING 

Behe previews how G2E recognizes the rise of iGaming and sports betting as central to the entertainment economy. This spotlight aligns with Optimove’s leadership in iGaming and the power of Positionless Marketing to give operators the tools to orchestrate player journeys at scale with AI, data, and personalization at the core. 

3. Few consumers trust retailers to use their data responsibly, research finds 

by Bryan Wassel, Retail Dive 

Trust in how brands use data remains low, but as Wassel reports, personalization changes the game. Research from Press Ganey Forsta shows that when experiences feel relevant and rewarding, consumers are more willing to share.

In Summary

Positionless Marketing gives marketers the autonomy to act on real-time data and deliver hyper-personalized moments that build long-term loyalty and trust. It empowers them to move instantly and independently, without relying on engineers, analysts, or creatives. 

Each of these stories shows why today’s professionals need more than just tools; they need freedom from dependencies, with the ability to launch, analyze, and optimize without friction. The articles featured here highlight why this shift is more essential than ever. 

Check back next week for another roundup of Media That Matters. 

For more insights on Optimove, contact us.

Published on July 4th, 2025

Posted in

• Postion-less Marketing
• Company News

Rob Wyse

Rob Wyse is Senior Director of Communications at Optimove. As a communications consultant, he has been influential in changing public opinion and policy to drive market opportunity. Example issues he has worked on include climate change, healthcare reform, homeland security, cloud transformation, AI, and other timely issues.