ARTIFICIAL INTELLIGENCE IN MARKETING AND CONSUMER RELATIONSHIPS: PERSONALIZATION, CUSTOMER EXPERIENCE AND LOYALTY IN AN INTEGRATIVE REVIEW Cristina Moreira, Bruna Cruz Viana, Stephani Sayuri Nakayama, Giovanna Henrique Vaz Tossini, Raffael Freitas, Prof. Me. Eder Artificial intelligence Digital marketing Personalization Customer experience Loyalty 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. Oxton Education 2026-11-10 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Review article https://oriregistry.org/10001/2026.0008 Oxton Science Journal; v. 2 n. 1 (2026); 1-10 3086-0881 en https://oxtonscience.com/article/8/ info:eu-repo/semantics/restrictedAccess https://creativecommons.org/licenses/by/4.0/