Exchange Solutions Puts a Data Scientist in Every Loyalty Marketer's Hands
New AI agent, built on AWS, takes retailers from raw member data to live campaign — in a single conversation
TORONTO, March 27, 2026 — Exchange Solutions Inc., a leading loyalty and promotions technology provider for North American retailers, today announced Member Scoring & Intelligence (MSI) — an AI analytics agent that enables any loyalty marketer to select, configure, and activate customer scores through natural conversation. No data analysts. No queues. No weeks of waiting. Built on Amazon Web Services (AWS), MSI puts capabilities once reserved for enterprise data science teams directly in the hands of the marketers who need them.
From months of analysis to minutes of conversation
Retail loyalty programs sit on a goldmine of customer data — but turning that data into action has traditionally meant submitting a request, waiting for an analyst, and receiving results too late to matter. MSI eliminates that bottleneck entirely.
Marketers start by choosing from a built-in library of behavioral and predictive scores — including Recency, Frequency, Monetary Value, Customer Lifetime Value, Churn Probability, and Purchase Intent. The AI agent then guides them through configuration, recommending the right methodology for their data. For a recency score, for example, it might propose custom Fibonacci-inspired time buckets based on the actual distribution of the retailer's member base — explaining its reasoning at every step and visualizing the segments in real time.
Once a score is saved, MSI doesn't stop there. Marketers can immediately ask the agent to suggest offer tactics for each segment. For an "Inactive — Distant Stars" segment, it might propose a 500-point welcome-back bonus with a 7-day deadline, a personal redemption reminder surfacing unused points, or a temporary tier upgrade to re-engage lapsed members — each with a clear rationale. That strategy can then feed directly into a live campaign within the same session.
"Retail loyalty programs are sitting on a goldmine of customer insight — but for too long, unlocking that insight in real time required resources that most marketing teams simply don't have," said Mike Hughes, Chief Executive Officer at Exchange Solutions. "MSI changes that equation entirely. We've taken what used to be a months-long analytics project and turned it into a real-time conversation. Our clients can now understand their members more deeply, act faster, and compete on a level that was previously reserved for the largest retailers in the world."
What MSI delivers for loyalty marketers
MSI was built to solve the practical problems loyalty teams face every day: analyst backlogs, costly modelling projects, and the gap between insight and action. Key outcomes include eliminating dependence on data consultants through built-in no-code scoring, compressing insight timelines from weeks to minutes, and enabling scores to activate directly across campaigns and customer journeys — without leaving the platform.
How AWS makes it possible
The speed, reliability, and security MSI delivers at retail scale is made possible by building on AWS. Exchange Solutions' cloud-native infrastructure uses AWS serverless compute, real-time APIs, enterprise-grade identity management, and encrypted data storage — allowing loyalty programs serving millions of active members to access AI-powered insights without compromising performance or compliance.
"Exchange Solutions is a great example of how retailers can use AWS to move from data to decisions at a pace that simply wasn't possible before," said David Dorf, Worldwide Head of Retail Solutions at AWS. "By building MSI on AWS, they've created something genuinely differentiated — a conversational AI experience that meets retail marketers where they are and helps them act on their data in real time."
Built for Retail. Ready for What's Next.
MSI is the latest in a series of AI-powered capabilities Exchange Solutions has brought to market using AWS. Looking ahead, Exchange Solutions is planning to extend its AI capabilities further by integrating Amazon Bedrock, AWS's fully managed service that provides access to a broad selection of foundation models from leading AI companies.
Retailers interested in learning more are encouraged to visit www.exchangesolutions.com.
About Exchange Solutions Inc.
Exchange Solutions is a cloud-based loyalty platform management company, run on AWS, that delivers personalized loyalty solutions to B2C and B2B businesses. With more than 25 years of experience in the industry, Exchange Solutions transforms loyalty programs and promotions from costly applications into productive and profitable capabilities for clients across the US and Canada. Current clients include retailers such as Foot Locker, Esso™, Mobil™, McKesson, Suncor, and Bealls Inc.
