The rapid diffusion of artificial intelligence (AI) across the marketing function has reshaped how brands identify, reach, and retain customers. This paper examines the effect of AI-powered digital marketing strategies—personalization, chat bot-enabled engagement, predictive analytics, and programmatic targeting—on brand loyalty. Drawing on the Stimulus-Organism-Response (SOR) framework, the Technology Acceptance Model (TAM), and relationship marketing theory, the study synthesizes recent empirical and conceptual literature (2018-2026) to propose an integrated model in which AI marketing elements influence brand loyalty both directly and indirectly through customer experience, brand image, and perceived value, while data-privacy concern is theorized as a boundary condition. A mixed-methods research design is proposed, combining a structured consumer survey with secondary case evidence from AI-adopting brands. The review indicates that personalization and predictive analytics show the strongest and most consistent association with loyalty outcomes, that AI-mediated customer experience is a key transmission mechanism, and that trust and privacy concerns can attenuate otherwise positive effects. The paper contributes a consolidated conceptual model and testable hypotheses for future empirical validation, and offers practical guidance for marketers seeking to deploy AI responsibly to build durable customer relationships.

Keywords: artificial intelligence; digital marketing; personalisation; customer experience; brand loyalty; predictive analytics; chatbots