•India's Rs 26,800 crore channel loyalty market is shifting from traditional incentives to measurable ROI, behavioral engagement, and AI-led intelligence.
•Engagement fatigue is evident as 51% of channel partners are in multiple programs but actively engage with few.
•Brands are now focusing on measurable outcomes, structured engagement, and compliance, treating loyalty as long-term growth infrastructure.
•Partner expectations are evolving, with 80% preferring mobile-first redemption and 65% of B2B partners seeking rewards for training and digital adoption.
•AI and predictive analytics are crucial for identifying disengagement risks, improving transparency, and strengthening compliance.
