Open Loyalty launches AI Labs – where loyalty meets AI
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Enterprise teams can now co-develop AI products directly with Open Loyalty, turning real operational challenges into working solutions in weeks.
Open Loyalty is launching AI Labs, a co-development unit where enterprise loyalty teams bring specific, costed problems and leave with working AI products – built jointly, validated on real data, and eventually available to every client.
One product is already live.
Steve: computer vision for real-world loyalty
Across enterprise loyalty programs in insurance, CPG, D2C, and retail, verifying real-world customer actions at scale is one of the most persistent operational gaps. Loyalty programs designed to reward offline behavior – a shelf display set up correctly, a product purchased at an indirect retailer, a service task completed – typically rely on manual review or go unverified altogether.
Steve was built to close that gap.
Steve is a computer vision system that processes photos and documents and runs them through a validation pipeline: OCR, visual deduplication, location and date checks, content moderation, and fraud scoring.
Submissions that clear a configurable confidence threshold are accepted automatically and fire custom events directly into Open Loyalty to trigger the reward campaign. Those below the threshold go to a territory manager review queue. No POS integration required.
"Every project starts the same way. A client puts a problem on the table that is costing them money or time, and we build backward from there. We are not hunting for places to bolt on AI. Steve exists because field verification was slow and manual."
– Marcin Dyguda, Head of AI Innovation, Open Loyalty
Three more projects in flight
Steve is live. Three more projects are in progress, each addressing a different part of the loyalty stack.
The MCP Server (beta) exposes 112 tools that mirror everything a loyalty manager can do in the platform UI – campaigns, tiers, segments, member lookups, rewards, custom events. Any MCP-capable agent in a customer's stack can call them directly, making Open Loyalty a callable layer for enterprise AI systems rather than a screen-only tool.
AI Challenges (alpha) computes a personalized next-best goal for each member per campaign round rather than sending everyone the same target. It watches engagement drop-off across rounds, adjusts difficulty, and surfaces insights and new segments worth creating.
AI Reports (active build) generates stakeholder-specific intelligence: the loyalty manager gets a weekly engagement read with AI-written insight; the CFO gets a quarterly ROI view covering cost of rewards, point liability over time, and programme margin. Reports are trained on the expertise of Open Loyalty's own consultants, not just on raw metrics.
"The gap we keep running into is between the people who run the program day to day and the people upstairs who decide whether it gets funded for another year.
AI Reports is designed to close that – giving each stakeholder the view they actually need, without the manual export in the middle."
– Marcin Dyguda, Head of AI Innovation, Open Loyalty
How co-development works
Most loyalty teams have two options for AI, and both stall. Build it in-house, and it becomes a multi-quarter engineering project the team cannot staff. Wait for a vendor to ship it, and you get a generic feature on someone else's roadmap, usually a screenshot in a demo that never reaches production.
Co-development is a third door. You bring the problem, Open Loyalty brings the platform, and you both own a working product in weeks.
Each AI Labs project starts with one enterprise bringing a specific, costed problem. That company becomes the founding partner, with direct influence over the product roadmap and priority access to every iteration. Once the product proves out, it joins the AI Labs portfolio and opens up to all Open Loyalty clients.
The prototype timeline is eight weeks. No lengthy procurement process – a 30-minute conversation is usually enough to tell whether there is something worth building together.
About Open Loyalty
Open Loyalty is the loyalty technology platform for enterprises building high-performance programs. Every year, Open Loyalty helps generate $4B+ in revenue through gamified loyalty programs. Heineken, JTI, INTERSPORT, ALDO, and hundreds of enterprises from 35 countries use its composable, API-first architecture to integrate loyalty and gamification mechanics without building from scratch.
Open Loyalty is part of the OEX group – 15 companies, 4,000+ employees, €225 million in revenue in 2025. Google, Deloitte and Gartner have recognized Open Loyalty for the scalability of its technology and readiness to support enterprise customers.
API-first loyalty and gamification engine
