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ORI:10001/2026.0008 Published

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. 1Universidade Paulista

Oxton Science JournalOxton Education

Published
10 Nov 2026
Volume and issue
Vol. 2, n. 1
Pages
1–10
Language
English
Type
Review article
License
CC BY 4.0
Access article View in journal Cite

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.

Keywords

Artificial intelligenceDigital marketingPersonalizationCustomer experienceLoyalty

Bibliographic metadata

TitleARTIFICIAL INTELLIGENCE IN MARKETING AND CONSUMER RELATIONSHIPS: PERSONALIZATION, CUSTOMER EXPERIENCE AND LOYALTY IN AN INTEGRATIVE REVIEW
AuthorsBruna Cristina Moreira; Stephani Cruz Viana; Giovanna Sayuri Nakayama; Raffael Henrique Vaz Tossini; Prof. Me. Eder Freitas
Affiliations
  1. Universidade Paulista
JournalOxton Science Journal
Publication date10 Nov 2026
Received29 Oct 2026
Accepted8 Nov 2026
Volume and issueVol. 2, n. 1
Pages1–10
LanguageEnglish
Document typeReview article
PublisherOxton Education
ISSN3086-0881 (online)
Subject areasBusiness; Management; Economics

How to cite

ABNT

MOREIRA, B. C.; VIANA, S. C.; NAKAYAMA, G. S.; TOSSINI, R. H. V.; FREITAS, P. M. E. ARTIFICIAL INTELLIGENCE IN MARKETING AND CONSUMER RELATIONSHIPS: PERSONALIZATION, CUSTOMER EXPERIENCE AND LOYALTY IN AN INTEGRATIVE REVIEW. Oxton Science Journal, v. 2, n. 1, p. 1-10, 2026. Available at: https://oriregistry.org/10001/2026.0008.

APA

Moreira, B. C., Viana, S. C., Nakayama, G. S., Tossini, R. H. V., & Freitas, P. M. E. (2026). ARTIFICIAL INTELLIGENCE IN MARKETING AND CONSUMER RELATIONSHIPS: PERSONALIZATION, CUSTOMER EXPERIENCE AND LOYALTY IN AN INTEGRATIVE REVIEW. Oxton Science Journal, 2(1), 1–10. https://oriregistry.org/10001/2026.0008

Vancouver

Moreira BC, Viana SC, Nakayama GS, Tossini RHV, Freitas PME. ARTIFICIAL INTELLIGENCE IN MARKETING AND CONSUMER RELATIONSHIPS: PERSONALIZATION, CUSTOMER EXPERIENCE AND LOYALTY IN AN INTEGRATIVE REVIEW. OSJ. 2026;2(1):1-10. Available from: https://oriregistry.org/10001/2026.0008

BibTeX

@article{moreira202620260008,
  title = {ARTIFICIAL INTELLIGENCE IN MARKETING AND CONSUMER RELATIONSHIPS: PERSONALIZATION, CUSTOMER EXPERIENCE AND LOYALTY IN AN INTEGRATIVE REVIEW},
  author = {Moreira, Bruna Cristina and Viana, Stephani Cruz and Nakayama, Giovanna Sayuri and Tossini, Raffael Henrique Vaz and Freitas, Prof. Me. Eder},
  journal = {Oxton Science Journal},
  year = {2026},
  volume = {2},
  number = {1},
  pages = {1--10},
  issn = {3086-0881},
  url = {https://oriregistry.org/10001/2026.0008},
  note = {ORI: ORI:10001/2026.0008}
}

References

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Record history

  1. Record created 8 Nov 2026, 18:24
  2. Status changed 8 Nov 2026, 18:24 draft → reserved
  3. Metadata updated 8 Nov 2026, 18:32 Fields: volume, issue, first page, last page
  4. Metadata updated 9 Nov 2026, 01:32 Fields: article url
  5. Metadata updated 9 Nov 2026, 16:38 Fields: published date, fulltext url
  6. Status changed 9 Nov 2026, 16:38 reserved → published

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