Author(s): Haykel Ben Khelil
In today’s digital landscape, artificial intelligence (AI) has emerged as a powerful tool for enhancing customer experiences through personalized interactions. This study investigates the effects of AI-driven personalization on customer loyalty and satisfaction. By leveraging advanced algorithms, brands are able to deliver tailored content, product recommendations, and targeted communications, which have the potential to foster deeper emotional connections with customers. Drawing from the theories of relationship marketing and customer engagement, this research explores how AI personalization influences both attitudinal and behavioral loyalty, as well as overall satisfaction. Through a quantitative analysis, we examine customer perceptions of AI-driven personalization across multiple touchpoints and its impact on long-term brand loyalty. The findings reveal that while AI personalization can significantly enhance satisfaction and attitudinal loyalty, its impact on behavioral loyalty remains complex and context-dependent. This study contributes to the literature by providing insights into how brands can strategically implement AI technologies to build sustainable customer relationships in an increasingly competitive market.