Applying AI in Personalizing Customers Experience and Forming Brand Love

In the era of digital transformation, Artificial Intelligence (AI) has emerged as a powerful tool for enhancing marketing effectiveness and creating emotionally resonant customer relationships. This study investigates the role of AI in personalizing customer experiences and its subsequent impact on forming brand love. Drawing on the theoretical foundations of the SERVQUAL model (A. P. Parasuraman et al., 1988) and Brand Love Theory (Carroll & Ahuvia, 2006), the research explores how AI-driven personalization—through predictive analytics, recommendation systems, and conversational agents—can optimize service quality dimensions such as reliability, responsiveness, and empathy. A mixed-method approach was employed, combining quantitative surveys of 200 consumers with qualitative interviews to examine the mediating role of customer satisfaction between AI-based personalization and brand love. The results reveal that AI-powered personalization significantly enhances perceived service quality and emotional attachment, thereby fostering brand loyalty and advocacy. Moreover, the findings emphasize that emotional engagement, not mere convenience, is the key mechanism through which AI transforms transactional interactions into meaningful brand relationships. This research contributes to the growing body of literature on AI in marketing by providing empirical evidence of how technological intelligence can nurture affective brand bonds. Managerial implications and future research directions are also discussed.