Retailers are racing to deploy AI, but there's a problem: the data fueling those models is incomplete. Loyalty programs capture your best customers in vivid detail—but 70% of in-store transactions remain anonymous, creating massive blind spots. When AI optimizes against incomplete data, it wastes marketing spend, distorts forecasts, and undermines customer lifetime value predictions.
Bridg GM and Fast Company contributor, Enrique Muñoz Torres explains why loyalty without identity resolution isn't loyalty at all—it's a blind spot waiting to be exposed.
Read the full article in Fast Company →
