Loyalty Juggernaut Achieves ISO/IEC 42001:2023 Certification for AI Management System

British Standards Institution (BSI) has certified the Artificial Intelligence Management System that governs Loyalty Juggernaut’s GRAVTY® platform, granting ISO/IEC 42001:2023 certification. The announcement was issued from Palo Alto, California on September 25, 2026.

The certification covers AI systems employing both supervised and unsupervised learning techniques as well as large language models. These AI capabilities support hyper‑personalized customer engagement, fraud management, loyalty intelligence, autonomous decision‑making and end‑to‑end loyalty operations.

GRAVTY® integrates six distinct Agentic Systems:

  • Program Intelligence System – converts program data into actionable insights, forecasts and strategic recommendations.
  • Personalization System – orchestrates individualized offers and experiences at scale.
  • Growth and Retention System – identifies opportunities to acquire, engage, retain and grow customers.
  • Commerce and Experience System – connects loyalty, commerce and customer experiences across the ecosystem.
  • Trust and Risk System – detects anomalies, mitigates fraud and strengthens program integrity.
  • Productivity and Workflow System – automates complex operational workflows and augments human decision‑making.

"Agentic AI marks a fundamental shift from systems that provide intelligence to systems that interpret conditions, recommend strategies, take coordinated action and learn from outcomes," said Kalpak Shah, Co‑founder and Chief Technology Officer of Loyalty Juggernaut. He added that ISO/IEC 42001 certification validates the rigorous management system behind the company’s AI innovation, giving clients greater confidence in the governance, transparency, security, accountability and human oversight of GRAVTY®’s AI capabilities.

Dr. Nejib Ben Khedher, Head of Emirates Skywards, remarked that AI will increasingly shape the future of loyalty and that responsible governance is essential. He welcomed Loyalty Juggernaut’s certification as an important assurance for Emirates Skywards as it explores next‑generation capabilities within GRAVTY®, emphasizing the focus on delivering greater value to members while maintaining transparency, accountability and trust.

The certification reinforces Loyalty Juggernaut’s broader commitment to enterprise‑grade security, privacy, reliability and responsible innovation. The company describes itself as the leading provider of enterprise loyalty technology, offering a cloud‑native, patented GRAVTY® platform that enables brands to design, operate and continuously optimize sophisticated loyalty ecosystems at scale. Its client base spans airlines, hospitality, retail, financial services, telecommunications and diversified business groups worldwide.

About Emirates

Founded in 1985, Emirates is a global airline headquartered in Dubai. Its network serves more than 146 destinations across 81 countries on six continents, positioning it as one of the world’s most recognized airline brands.

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