Based on merchant selection, machine learning algorithms are utilized to analyze customer behavior, market conditions, merchant preferences, and many other parameters to automatically select and implement the best promotion strategy and adjust it for better returns. For example, LoyalShopper AI Helper can decide on the amount of reward points granted for every particular purchase to a particular customer, instead of fixed numbers set by a merchant using trial and error strategy. On the other hand, machine learning algorithms help consumers to utilize their points with maximum efficiency. For example, the LoyalShopper AI Helper can make a decision (and implement it) on whether it is better to hold, redeem, trade, or sell particular points based on market situation and customer behaviour and preferences.