Personalized Loyalty Programs succeed based on their ability to tailor offers, point earning opportunities and/or rewards based the member’s behaviors and interests. The personalization can take place at a segment level, grouping similar members together and customizing accordingly, or at the individual level based on Artificial Intelligence and Machine Learning. While it is a heavier lift from a technology standpoint, the benefits are significant vs one size fits all schemes because the incentives can be structured much more surgically, and test/learn can be applied to optimize.