How do you build customer loyalty when switching brands is easier than ever? This week on Soul & Science, Jason Harris talks to Wendy Bergh, CMO of Rakuten Rewards, about the changing nature of customer loyalty, the future of AI-powered commerce, and why modern marketing is more than just campaigns and creative. Wendy explains how trust drives loyalty in marketplace businesses, why rewards fall flat without emotional connection, and how AI is reshaping everything from customer discovery to product experiences. Drawing from experience spanning marketing, operations, and merchandising at brands from Zoom to Walmart, Wendy offers a uniquely cross-functional perspective on growth, customer experience, and brand building. ⏱️ Chapters Brought to you by Mekanism.