Paula Chellew on Hyper-Personalization & AI | Loyalty Personality Quiz

Hyper-personalization or rock-solid reliability: which one actually keeps a loyalty program alive? Paula Chellew, IT Solution Manager at Copa Airlines, spends her days keeping an airline's systems running, so she has a view.

In this episode of the Loyalty Personality Quiz, we put her loyalty philosophy to the test. Her reaction to AI personal shoppers? Candid. Her pick for the ultimate status symbol for travelers today? Just as direct.

Then came the question every loyalty team runs into sooner or later. A member goes quiet for three months. Do you send a quick promo discount, or dig into the data first? Her answer is worth hearing, and so is why she believes a loyalty engine that's "steady and reliable" wins every single time.

So what's Paula’s official loyalty personality type? Watch the full interview to find out, and see how your own approach compares.

Video Transcription

Paula Chellew: Hyper-personalization. It's really cool because then you can use a lot of technologies to get to the hyper-personalization that you want to manage to be more dedicated to the person, understanding who that person is, and to really offer what that person values.

(On-screen graphic: What type loyalty personality are you? / Loyalty Personality Quiz)

Paula Chellew: I'm Paula Chellew. I'm an IT Solution Manager in Copa Airlines, and I give service to different areas in commercial, like loyalty.

(On-screen graphic: Paula Chellew – IT Solution Manager, Copa Airlines)

The Quiz

Michał Ostasz: Great! And now, let's play the Loyalty Personality Quiz. Okay, question number one:

Michał Ostasz: Your favorite brand just launched an AI personal shopper that knows your style better than your spouse. What's your reaction?

(On-screen options: A. Too creepy! | B. As long as it saves me money | C. Finally, automated shopping!)

Paula Chellew: Not C, so B. I'll say B.

Michał Ostasz: Okay, but as long as it saves me money.

Paula Chellew: Yeah, exactly.

Michał Ostasz: Question number two. What is the most valuable loyalty currency in 2026?

(On-screen options: A. Access | B. Time | C. Cash & Points)

Paula Chellew: Wow, this one is tough. I'm between A and B, so I'll say A.

Michał Ostasz: A. So, Access.

Michał Ostasz: Question three. This is like the toughest question out of all. You're looking at your engine of your company's loyalty program. What is the number one priority for you?

(On-screen options: A. Intelligence | B. Ecosystem | C. Reliability)

Paula Chellew: I'm an IT person, so I prefer C. I need my thing running steady, good, so yeah, C.

Michał Ostasz: Okay, I totally understand this choice!

Michał Ostasz: A customer hasn't engaged in three months. What's your AI-driven strategy here?

(On-screen options: A. Analyze | B. Discount | C. Wait)

Paula Chellew: A.

Michał Ostasz: A. To analyze. Okay.

Michał Ostasz: It's 2026. What's the ultimate status symbol in the loyalty world?

(On-screen options: A. Simplicity | B. Community | C. VIP Tiers)

Paula Chellew: Hmm, I'm between B and C, so I'll say C.

Michał Ostasz: C. VIP Tiers.

Paula Chellew: Yep.

Michał Ostasz: Let's talk about trends. What is the most exciting thing happening in loyalty right now?

Paula Chellew: Hyper-personalization. It's really cool because then you can use a lot of technologies to get to the hyper-personalization that you want to manage to be more dedicated to the person, understanding who that person is, and to really offer what that person values at different times or in different moments or experiences that you can offer to that person. So I think that, for me, it's the best one because then you can use AI, you can use omnichannel, you can use a lot of things that I think will help to deliver that experience.

Michał Ostasz: I'll give you the envelope. Please open it.

Paula Chellew: Let me see. So, I'm the Loyalty Rockstar!

(Paula reads the result card):

"You believe a loyalty program should feel like a sold-out stadium tour. You use data to find your biggest fans and keep them cheering with exclusive access and 'wow' moments. You balance high-tech strategy with the creative magic that keeps your audience coming back for an encore."

Michał Ostasz: Do you agree with our verdict?

Paula Chellew: I do agree!

What is The Loyalty Personality Quiz?

The Loyalty Personality Quiz is a video interview series from Comarch Loyalty. In each episode, a loyalty leader from another company answers scenario-based questions about how they run customer loyalty, then opens a sealed envelope to reveal their official Loyalty Personality Type: Loyalty Big Brain, Loyalty Rockstar or Loyalty Futurist. Each reveal comes with a breakdown of the guest's strategic archetype.