How to earn customer loyalty in the age of AI
We all know that AI has been able to increase efficiency and productivity for most companies, and those who do not adapt to this new technology are slowly being left behind. However, once more businesses start implementing AI through all their communications and services, it gets difficult to distinguish oneself, and the side-effects might end up outweighing the benefits.
This is exactly the conversation that was held at the Future of Work conference, organized by Lyreco on June 18th, 2026. We as sustAIn.brussels attended this event to explore AI’s role in SMEs, focusing on human-centric and sustainable adoption. Only about 17% of SMEs in Europe currently have adopted the new digital solution, contrary to 50% of bigger companies. The question isn’t whether to adopt AI; customers already expect it. The real challenge is standing out. Loyalty today isn’t tied to brands, but rather to experiences. If a better AI tool comes along, customers will jump ship without a second thought. So how do you ensure they stay with you?
Thinking of AI Beyond Efficiency
Why did the job of an elevator attendant disappear, but we still have doormen? The answer lies in the fact that doormen do more than just open the door for you. They give you an experience; they make you feel special and provide a sense of warmth through their service. Perhaps this is an outdated profession, but it brings too much value for hotels and other businesses to be cut from operations. The same goes for your company.
There is no doubt that outsourcing many tasks to your AI of choice has an impact on your productivity and efficiency, especially if you can afford to automize a whole person’s work. However, Steven Van Belleghem, a successful academic, author and keynote speaker, signals that we should move beyond thinking solely about the efficiency benefits of AI, and that emotional connection remains the key driver of success. While using this technology, it’s important to remember who your customers are, and to keep that valuable connection.
For example, Van Belleghem mentioned Chewy, a pet-supply retailer that uses AI for customer service but maintains a personal touch. Chewy’s approach to customer loyalty includes sending handwritten condolence cards and oil paintings of pets that have passed away. While most businesses focus on easily measurable investments like paid ads, Chewy chooses to invest in gestures that create emotional connections. These moments may be harder to track, but their impact is undeniable. What is your company’s oil painting department? What aspect of your company adds real, unmeasurable value to your customers?
Another example Van Belleghem shared was IKEA’s approach to AI-driven change. While many customer service roles were replaced by AI, IKEA chose not to lay off employees. Instead, they retrained them as interior design experts, upskilling their workforce and preserving the human connection with customers. This way, IKEA embraced the digital transformation, while proving that progress doesn’t have to come at the cost of people.
History shows us the same pattern: when Excel was introduced, bookkeepers didn’t disappear, they became financial managers instead. The lesson these companies teach us is not to fear change, but to redefine it.
This leads to a critical question: As AI and AI agents make brands increasingly similar, how will you stand out, maintain customer connections, and foster loyalty? The key is to use AI to enhance human strengths, not replace them, since creativity and empathy are what truly set your business apart.
Since SMEs are yet to improve their AI implementation, as previously mentioned, this is then where the opportunity lies for your business. While writing up your plan for AI adoption, or while testing out what works, design your workflows in a way that keeps your human touch at the center of what you do. This is how you’ll differentiate your brand and create meaningful customer relationships.
The main takeaway from the event remains that as a startup or SME, you should think beyond productivity with AI. Implementation is important but doing so without losing your human touch is more meaningful than pure numbers. After all, humans are more emotional creatures than we like to admit.
🖊️ Alexandra Osintseva
How to earn customer loyalty in the age of AI