Loyalty and incentives platform Antavo has launched an MCP that lets marketers change their loyalty programme from inside Claude or ChatGPT, the AI assistants many marketing teams already use every day. Instead of logging into a platform or waiting days for another team, a marketer describes the change in plain language and it becomes live loyalty logic in their Antavo-powered programme within minutes.

The launch comes as AI shopping agents are changing how consumers shop. 38% use AI to research products or decide what to buy, according to McKinsey. As these agents compare products and prices for shoppers, Antavo warns that discounts and points alone will no longer keep customers.

Attila Kecsmar, co-founder and CEO of Antavo, said, “Reciprocity is the oldest framework of value exchange – people are used to giving and receiving something in return. Brands must recognise that customers become regulars when this value exchange is kept alive and evolves with changing expectations. That’s when you build relationships an algorithm can’t replace.

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“Loyalty was never the programme, it’s the outcome. It’s the moment a customer chooses you again when they have every reason to choose someone else. Increasingly, it won’t be the customer browsing and deciding. It’ll be AI and if all a brand offers is a good price at the right moment, that’s exactly what an AI is built to optimise away. What it can’t replace is brand affinity from a customer who feels understood and chooses you on purpose.”

Antavo’s research suggests many brands aren’t ready for this shift in shopping behaviour. In its 2026 Global Customer Loyalty Report, which surveyed almost 3,000 marketers and 10,000 shoppers, 82% of marketers said their brand makes customers feel valued. Only 56% of customers agreed.

Antavo believes the gap comes from staleness. Customers feel valued when a programme is relevant to them right now, but most loyalty teams struggle to keep up. Changing a programme has meant learning a platform’s setup and clicking through configuration screens, or handing the work to another team and waiting days or weeks.

Antavo’s new connector, built on the Model Context Protocol (MCP), removes that wait. While most loyalty connectors only let marketers ask questions about their data, Antavo’s goes deeper and lets marketers configure their programme straight away.

A CRM manager can ask Claude to ​​create a campaign that gives triple points to gold tier members that are buying over the weekend, who have not bought in the past 4 weeks. The connector configures it in Antavo, where it follows exactly the same controls as any change made manually. The AI proposes the configuration and the human team stays in control of what goes live.

Andras Taraszovics, Chief Product and Technology Officer at Antavo, added, “Your customers move faster than they used to and your loyalty programme has to keep up. MCPs are becoming more common, but when it comes to speed and staying relevant, what matters is how far they let you reach.

“With Antavo, you describe what you want, right where you already work and it’s done. That means loyalty teams can spend their time defining meaningful moments and building relationships with customers, not configuring a system. That’s what builds value and closes the perception gap.”

Antavo calls this approach iterative loyalty. When a team can change its programme the day it has an idea, it puts the person running loyalty in charge of the whole programme, from strategy to day-to-day operations, without waiting on a developer ticket or a queue.

Alongside the MCP, Antavo also announced:

The MCP connector, Campaign Manager, AI tools and Shopify integration are all available now. To find out more, visit antavo.com