Jaclyn Wands — VP of Product and AI, Phaedon
Published:
If you are building on top of your transactional point economic systems with understanding your consumer, understanding their experiences with your brand, understanding what uniqueness you bring to their kind of life… you can start to learn the emotional loyalty drivers around your brand and then you can build loyalty programs outside of mere transactional… And then if you implement AI to enhance this, it will enhance it in a way that is more of an emotional loyalty driver than a transactional loyalty driver.
What does Jaclyn Wands say on The Agile Brand with Greg Kihlström?
Jaclyn Wands, VP of Product and AI, Phaedon, says: In this interview Jaclyn Wands, VP of Product and AI at Phaedon, argues that AI must be used with human oversight and strategic intent to build emotional customer loyalty. She critiques the tendency to treat AI as infallible, recommends shifting loyalty programs beyond transactional rewards to empathetic, context-aware experiences, and urges marketers to measure relationship resilience (how customers reengage after errors) while fostering a culture of curiosity about model outputs and customer experience.
From: The Agile Brand with Greg Kihlström
Cite as: Jaclyn Wands. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/jaclyn-wands-if-you-are-building-on-top-of-your-transactional-point-econo