Bridging Artificial Intelligence Marketing and Customer Loyalty: The Mediating Role of Perceived Value

This study investigates the influence of artificial intelligence (AI)-driven marketing practices on customer loyalty with a particular focus on perceived value as a mediating variable. By leveraging advanced AI technologies, such as personalized recommendations, predictive analytics, and dynamic customer engagement strategies, businesses aim to enhance customer experiences and foster long-term loyalty. A total sample of 499 respondents was selected using a non-probability convenience sampling method due to accessibility and resource considerations. The hypotheses were tested utilizing the SmartPLS statistical tool. The study identifies key dimensions of AI marketing that effectively create perceived value and examines their direct and indirect effects on customer loyalty. The result shows AI marketing influences customer loyalty. Furthermore, customer perceived value influences loyalty. Finally, perceived value mediates the relationship between AI marketing and customer loyalty. The findings offer actionable insights for businesses seeking to optimize their AI marketing strategies to strengthen customer relationships and sustain competitive advantage.