Data Is the Grape. Loyalty Is the Wine.
Max Byloff to Speak at the International Leaders in Loyalty Summit
9 September 2026 | Cape Town, South Africa
What do fine wine and loyalty have in common?
At 10:55 am on 9 September, Max Byloff, CEO of Comarch Loyalty, will take the stage at the International Leaders in Loyalty Summit in Cape Town to tell us more about how these two seemingly unrelated things might teach us something surprisingly valuable.
His presentation, “Data Is the Grape. Loyalty Is the Wine. Why Technology Still Needs Human Craft,” will go beyond the hype around artificial intelligence to address a more fundamental question about loyalty: How do we use all this technology to create joyful experiences?
For two days, some of the best minds and visionary thinkers will come together to discuss trends and issues impacting the industry. Leaders will share their best practices and discuss how to radically simplify the complexities of loyalty.
The International Leaders in Loyalty Summit will also host the South African Loyalty Awards, which honors outstanding loyalty performance. Comarch is proud to be among the nominees for this globally-recognized loyalty award.
“I am delighted to be one of the speakers at this prestigious event,” Max said. “Yes, I’m hoping Comarch wins an award, but I’m also happy to share the stage with some of the top people driving loyalty innovation today. I will talk about how Comarch is thinking about innovation around AI, while keeping the loyalty approach directly focused on people.”
Data provides the foundation. AI creates new possibilities. But human understanding is what turns loyalty into art.
Join Max in Cape Town on 9 September as he explores what the next generation of loyalty might look like – and why, in an increasingly automated world, the human touch may just be the ultimate differentiator.
