Skip to content
e-ISSN 3086-0881 Open access Double-anonymous review
Oxton Science Journal Scholarly journal · Oxton Education Submit a manuscript
Review Articles Open access Peer reviewed

ARTIFICIAL INTELLIGENCE IN MARKETING AND CONSUMER RELATIONSHIPS: PERSONALIZATION, CUSTOMER EXPERIENCE AND LOYALTY IN AN INTEGRATIVE REVIEW

Bruna Cristina Moreira1 , Stephani Cruz Viana1 , Giovanna Sayuri Nakayama1 , Raffael Henrique Vaz Tossini1 , Prof. Me. Eder Freitas1

  1. Universidade Paulista
Received
Oct 29, 2026
Accepted
Nov 8, 2026
Published
Nov 10, 2026
Issue
Vol. 2, No. 1 (2026), p. 1-10
Read PDF Download Cite
Share
LinkedInXBlueskyFacebookWhatsAppEmail

Abstract

Introduction: artificial intelligence (AI) is often presented as a path to personalize relationships and build customer loyalty, yet the chain linking technology, personalization, experience and loyalty is rarely examined link by link. Objective: to analyze, in the scientific literature, the relationships among AI in marketing, personalization, customer experience and loyalty. Methods: qualitative, exploratory integrative review, with searches in Google Scholar, SciELO and the CAPES Portal and complementary reference literature. Results: AI expands data analysis, segmentation, recommendation and service, and personalization can make experience more convenient and relevant; moving to loyalty, however, depends on privacy, perceived value and trust, and direct evidence linking AI personalization to loyalty is scarce. Conclusion: the article proposes a three-gate conceptual scheme and four testable propositions.

KeywordsArtificial intelligenceDigital marketingPersonalizationCustomer experienceLoyalty
Full textReader with full-text search, table of contents, thumbnails and night mode. Read PDF

References

  1. Aguirre, E., Mahr, D., Grewal, D., de Ruyter, K., & Wetzels, M. (2015). Unraveling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness. Journal of Retailing, 91(1), 34–49. https://doi.org/10.1016/j.jretai.2014.09.005
  2. Becker, L., & Jaakkola, E. (2020). Customer experience: Fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630–648. https://doi.org/10.1007/s11747-019-00718-x
  3. Chung, M., Ko, E., Joung, H., & Kim, S. J. (2020). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 117, 587–595. https://doi.org/10.1016/j.jbusres.2018.10.004
  4. Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. https://doi.org/10.1007/s11747-019-00696-0
  5. Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001
  6. Gao, Y., & Liu, H. (2023). Artificial intelligence-enabled personalization in interactive marketing: A customer journey perspective. Journal of Research in Interactive Marketing, 17(5), 663–680. https://doi.org/10.1108/JRIM-01-2022-0023
  7. Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70–87. https://doi.org/10.1177/002224299906300205
  8. Gerhardt, T. E., & Silveira, D. T. (Eds.). (2009). Métodos de pesquisa [Research methods]. Editora da UFRGS.
  9. Hollebeek, L. D., Manidjel, C., Sarstedt, M., Jansson, J., & Urbonavičius, S. (2024). Engaging consumers through artificially intelligent technologies: Systematic review, conceptual model, and further research. Psychology & Marketing, 41(4), 880–898. https://doi.org/10.1002/mar.21957
  10. Huang, M.-H., & Rust, R. T. (2018). Artificial intelligence in service. Journal of Service Research, 21(2), 155–172. https://doi.org/10.1177/1094670517752459
  11. Jones, B. D. G., & Shaw, E. H. (2002). A history of marketing thought. In B. A. Weitz & R. Wensley (Eds.), Handbook of marketing (pp. 39–65). Sage.
  12. Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006
  13. Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the role of artificial intelligence in personalized engagement marketing. California Management Review, 61(4), 135–155. https://doi.org/10.1177/0008125619859317
  14. Kusbianto, N., Noeringtyas, B. P., & Prabowo, B. (2026). Artificial intelligence-driven personalization and consumer loyalty: A systematic literature review. Nusantara Science and Technology Proceedings, 2026(54), 748–756.
  15. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
  16. Lima, T. C. S., & Mioto, R. C. T. (2007). Procedimentos metodológicos na construção do conhecimento científico: a pesquisa bibliográfica [Methodological procedures in the construction of scientific knowledge: Bibliographic research]. Revista Katálysis, 10(Special Issue), 37–45.
  17. Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.1177/00222429990634s105
  18. Pentina, I., Xie, T., Hancock, T., & Bailey, A. (2023). Consumer–machine relationships in the age of artificial intelligence: Systematic literature review and research directions. Psychology & Marketing, 40(8), 1593–1614. https://doi.org/10.1002/mar.21853
  19. Puntoni, S., Reczek, R. W., Giesler, M., & Botti, S. (2021). Consumers and artificial intelligence: An experiential perspective. Journal of Marketing, 85(1), 131–151. https://doi.org/10.1177/0022242920953847
  20. Seiders, K., Voss, G. B., Grewal, D., & Godfrey, A. L. (2005). Do satisfied customers buy more? Examining moderating influences in a retailing context. Journal of Marketing, 69(4), 26–43. https://doi.org/10.1509/jmkg.2005.69.4.26
  21. Sheth, J. N., & Parvatiyar, A. (1995). Relationship marketing in consumer markets: Antecedents and consequences. Journal of the Academy of Marketing Science, 23(4), 255–271. https://doi.org/10.1177/009207039502300405
  22. Soares Neto, J. B., Costa, F. J., & Coelho, F. S. (2022). Incursões na pré-história do marketing: o papel da infraestrutura de transporte na pavimentação de práticas de mercado na Inglaterra dos séculos XVIII e XIX [Incursions into the prehistory of marketing: The role of transport infrastructure in paving market practices in eighteenth- and nineteenth-century England]. ReMark – Revista Brasileira de Marketing, 21(5), 1940–1977.
  23. Torraco, R. J. (2005). Writing integrative literature reviews: Guidelines and examples. Human Resource Development Review, 4(3), 356–367. https://doi.org/10.1177/1534484305278283
  24. Whittemore, R., & Knafl, K. (2005). The integrative review: Updated methodology. Journal of Advanced Nursing, 52(5), 546–553. https://doi.org/10.1111/j.1365-2648.2005.03621.x

Article information

Section
Review Articles
History
Received Oct 29, 2026 · accepted Nov 8, 2026 · published Nov 10, 2026 (11 days from submission to publication)
Funding
No
Copyright
© 2026 Bruna Cristina Moreira, Stephani Cruz Viana, Giovanna Sayuri Nakayama, Raffael Henrique Vaz Tossini, Prof. Me. Eder Freitas
License
CC BY 4.0

About the authors

Prof. Me. Eder Freitas — Mestre em Administração