AI assistants are becoming another channel where members discover, travel, shop, and engage with brands. New assistants such as Meta's Muse keep arriving, each with its own rules. Programs need one way to keep benefits and offers current, govern member actions, and see what members ask.
Forrester sees a choice ahead for brands due to the popularity of answer engines. In "The State Of Agentic Commerce in Mid-2026" (Forrester Research, Inc blogs., May 28, 2026), Principal Analyst Emily Pfeiffer writes, "Brands must decide whether and where to participate, based on their fit for both owned and non-owned conversational commerce experiences."
"SmartCXP AI gives programs one place to act on that decision. Your members are already turning to AI for travel, shopping, dining, and more, and every month brings a new assistant," said Joe Fitzgerald, CEO and co-founder of Dfinitiv. "AI is becoming a channel for loyalty programs, but it is many channels at once. Benefits change. Partners change. Offers change. Delivering accurate answers and useful actions across those channels, while understanding what members ask, requires a platform behind each connected experience."
From Question to Action
Members sign in on the assistant, and the program recognizes them and applies its own rules. Dfinitiv calls these Agentic Loyalty Experiences™. An assistant can surface current benefits and nearby partner offers, route partner questions to the right partner, and start purchases or enrollment with the member's approval. Where an assistant does not support in-chat transactions, the experience hands off to the program's own checkout. All authorized actions are logged. Each AI assistant sets its own rules for which actions are allowed in its environment.
Three Integrated Components
- SmartCXP AI Forge lets teams describe what they want, then creates the program's AI app for both owned and non-owned assistants, including the MCP server, tools, interactive responses, and guardrails. Every change is versioned, with rollback.
- SmartCXP AI Engine is the governed runtime in the program's private environment, serving every assistant from the same guardrails and knowledge base.
- SmartCXP AI Center shows which assistants use the program's tools, the questions and topics members bring, cost per question, and gaps in available answers.
Proven in Production
SmartCXP™ Cloud integrates loyalty programs and their partner ecosystems to engage members across mobile and digital channels, with permissioned, wallet-based purchases, partner enrollment, and affiliate and card-linked offers.
"Dfinitiv has been a good partner to MileagePlus, with its SmartCXP™ Cloud platform powering our MileagePlus X experience across shopping, dining, and gift cards on iOS and Android," said BJ Youngerman, Managing Director, Loyalty Partnerships at United Airlines.
Deployment and Availability
SmartCXP AI™ connects to the loyalty, identity, and partner systems a program already runs. Each deployment runs in a dedicated AWS environment, and Dfinitiv does not use member data to train AI models. Programs can build with Dfinitiv, their own teams, or a systems integrator.
SmartCXP AI is available October 7. Programs can test-drive AI Forge at forge.smartcxp.com, then run a proof of concept on their own benefits and partners. As part of the PhocusWright Innovation program, Dfinitiv will demonstrate SmartCXP AI at The PhocusWright Conference, November 17–19, 2026, in Fort Lauderdale, Florida.
About Dfinitiv
Dfinitiv is the company behind SmartCXP™, the AI-powered Commerce Experience Platform (CXP) for loyalty programs. SmartCXP connects members with their program's partners, offers, benefits and rewards wherever they spend time: inside AI assistants through SmartCXP AI™, which delivers Agentic Loyalty Experiences™, as well as in the program's mobile app, in the browser and on digital screens. Founded in 2022 by the enterprise software team behind Novadigm (acquired by HP), ManageIQ (acquired by Red Hat) and Ansible's growth at Red Hat, Dfinitiv is based in Englewood, N.J. Learn more at dfinitiv.io.
ChatGPT is a trademark of OpenAI. Claude is a trademark of Anthropic, PBC. Muse is a trademark of Meta Platforms, Inc. SmartCXP, SmartCXP AI and Agentic Loyalty Experiences are trademarks of Dfinitiv. All other trademarks are the property of their respective owners.
SOURCE Dfinitiv Inc
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