Your members are asking AI. Make sure your brand answers.
SmartCXP AI puts your brand inside ChatGPT, Claude and the other AI assistants your members use. They can shop, book, manage their account, and use their points, benefits and partner offers without leaving the conversation.
What is SmartCXP AI?
SmartCXP AI™ is Dfinitiv's platform for bringing a brand and its loyalty program into AI assistants. It connects your loyalty platform, booking and commerce systems, and partner network to ChatGPT, Claude and other assistants, so each member gets answers based on their own tier, balance, trips and benefits, and can act on them in the conversation. It is built with AI Forge, runs on AI Engine in your private SmartCXP Cloud, and is managed in AI Center.
AI assistants are the next channel for your brand.
Each channel before it carried your brand a step closer to the member. This one can find, book, activate and pay in one place.
Why does the answer depend on your brand?
The best answer depends on each member's balance, tier, orders, upcoming trips and stays, certificates, recent purchases, enrollments and the cards they hold. A general AI assistant can't see any of that. SmartCXP AI gives it secure, permissioned access, so every answer fits the member asking.
- Doesn't know the member's tier or trip
- Leaves out your partners and offers
- Sends the member elsewhere to act
- Answers fit this member's status and plans
- Your partners, offers and privileges come first
- The member acts right there, with consent
What can members do inside the conversation?
Members get an answer, then act on it right there: place an order, book or change a reservation, join a partner program, activate an offer, redeem points or make a purchase. They confirm every important step before it happens.
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ANSWERS MADE FOR EACH MEMBER Ask Offers, benefits and options matched to the member's tier and plans, shown as interactive cards they can browse, compare and find on a map. CARDSCOMPAREMAP
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YOUR CORE SERVICES, IN CHAT Shop, book and manage Search, order, book and change through your own commerce and reservation systems, with the member's status and benefits applied. Member confirms
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ONE TAP TO TAKE ACTION Earn and redeem Activate an offer, join a partner program or redeem points with a single confirmation and the member's consent. Member confirms
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CHECK OUT WITHOUT LEAVING CHAT Pay Members pay with a saved card or points once they approve, or continue to your own checkout when you prefer. Member confirms
Each AI assistant sets its own rules for which actions it allows. SmartCXP AI adapts every experience to what each assistant supports, and hands members off to your app or website when an action needs to finish there.
AI Forge builds it. AI Engine operates it. AI Center manages it.
One continuous loop. What members ask in AI Center tells your team what to build next in AI Forge.
- · Reads your website
- · Builds answers, flows and offer cards
- · Every version saved, with rollback
- · Guardrails on every question and answer
- · One knowledge base for every assistant
- · Proven answers reused at lower cost
- · Which assistants call your program
- · Top questions, within member permissions
- · Cost per answer at your own rates
How does a brand turn its loyalty program into an AI app?
Your team describes the experience in plain language, right inside the AI assistant they already use. AI Forge reads your website and builds a working app: answers for members, shopping, booking and service flows, interactive offer and reward cards, and the guardrails that keep it on brand and on policy. You try every change live in chat on sample member data before a single real member sees it.
- 1Point it at your programShare your website and describe what members should be able to do.
- 2Review what it buildsAI Forge generates the app and checks it for each assistant you support.
- 3Try it in chatUse it live in your own assistant, with simulated member data.
- 4Refine and publishEvery version is saved, so you can roll back anytime. Repeat steps 2 to 4 whenever your program changes.
What happens when a member asks a question?
Every answer is current, personal and checked before members see it. Every assistant your members use draws on the same guardrails and the same knowledge base, so answers always match your current services, benefits, partners, offers and rules.
- 01Check the questionInput guardrailsOFF-TOPIC STOPS
- 02Reuse proven answersCommon questionsINSTANT · LOWER COST
- 03Personalize itOnly your partners, and only what this member is eligible for
- 04Pull current contentToday's offers, rules and locations, ranked
- 05Build the responseInteractive cards members can tap, compare and act on
- 06Check the answerReviewed against your guardrails
- 07Member sees itLogged for your audit trail, with its cost
Where does SmartCXP AI run, and what does it connect to?
AI Engine runs in your own private SmartCXP Cloud environment on dedicated AWS infrastructure. Assistants reach it through a secure MCP (Model Context Protocol) connection, and it works through the systems you already run. Your data stays in your environment.
How do you see what members ask and what it costs?
One dashboard shows how members reach your brand through AI assistants, what each answer costs and where you have no good answer yet. Reporting respects each assistant's data access rules and your members' permissions.
How is SmartCXP AI different from a simple MCP server?
Your members' questions cross bookings, benefits and partners. Every answer has to draw on all three.
| WHAT MATTERS | SIMPLE MCP SERVER | SMARTCXP AI |
|---|---|---|
| Core journeys What members can get done | One function per API | Shopping, booking, servicing, loyalty and partners in one experience. Members move from an order or reservation to their benefits to a partner offer in the same conversation. |
| Partners Who members can earn and redeem with | One brand on one API | Your whole partner network. Add or swap partners anytime. Each question goes to the partners that can answer it. |
| Personalization Whether answers fit the member asking | The same answer for every member | Answers built for each member. Tier, card, enrollments and consent shape every answer and action. |
| Keeping it current What happens when offers change | Built once. Every update is a developer project. | Your team updates it weekly. Changes are made from their own AI assistant. Every version is saved, with rollback. |
| Brand and compliance control How you keep answers safe and accurate | A few instructions in a prompt | Governance built in. Every question and answer is checked. Approved answers for sensitive topics, a second approver for key steps and a full activity log. |
| Cost control What you spend on AI | No visibility into AI spend | The cost of every answer. Common answers are reused, each question gets the right model and you see cost per question at your own rates. |
| Partner revenue Credit when members act | No tracking | Every referral is credited. Tracked links mean members earn their rewards and partners get credit for the sale. |
Is SmartCXP AI ready for an enterprise security review?
Yes, from day one. Your members' data, your systems and your program rules stay under your control from the very first conversation.
Questions brands ask about AI assistants and loyalty
Can't find your question? Talk to our team.
What is SmartCXP AI?
SmartCXP AI™ is Dfinitiv's platform for bringing a brand and its loyalty program into AI assistants such as ChatGPT and Claude. Members can ask questions, shop, book, manage their account, earn and redeem points, and use partner offers inside the conversation, with answers based on their own tier, balance, trips and benefits.
How does a brand put its loyalty program inside ChatGPT and Claude?
Your team describes the experience in SmartCXP AI Forge, which reads your website and builds a working AI app with answers, booking and shopping flows, offer cards and guardrails. You test it in chat on sample member data, then publish it. AI Engine runs it in your private SmartCXP Cloud, and members connect to it from the assistant they already use.
What can members do inside an AI assistant?
Members can get personalized offers and benefits, search and book through your own commerce and reservation systems, activate offers, join partner programs, redeem points, and pay with a saved card or points. They confirm every important step. Where an assistant does not allow an action, SmartCXP AI hands the member off to your app or website to finish.
How is it different from building an MCP server over our APIs?
A simple MCP server exposes one function per API and gives every member the same answer. SmartCXP AI combines booking, servicing, loyalty and your full partner network in one experience, personalizes every answer, applies guardrails and approvals, tracks the cost of every answer, credits partners for referrals, and lets your team update it weekly without a developer project.
Which AI assistants does it work with?
ChatGPT, Claude and other leading AI assistants that support connected apps through MCP. Every assistant draws on the same guardrails and knowledge base, and each experience adapts to what that assistant supports.
Is member data used to train AI models?
No. Member data is never used to train any AI model. Each customer runs on dedicated AWS infrastructure that no other program shares, and Dfinitiv is SOC 2 Type II certified.
Do we need to replace our loyalty platform?
SmartCXP AI connects to your existing loyalty platform, member login, commerce and reservation systems, and partner systems. Nothing is migrated, and those systems remain your source of truth.
Who is SmartCXP AI for?
Brands with loyalty programs and partner networks, including airlines, hotels, rail, retailers and financial services companies, that want members to reach their services, benefits and partner offers inside AI assistants.
How do we get started?
Preview your own brand in AI Forge at forge.smartcxp.com, or book a live demo. Most programs then start with a governed 4-week proof of concept on their own data.