{
    "identifier": "ORI:10001/2026.0008",
    "previous_identifiers": [],
    "url": "https://oriregistry.org/10001/2026.0008",
    "notice": "ORI is an institutional identifier of Oxton. It is not a DOI.",
    "journal": {
        "title": "Oxton Science Journal",
        "abbreviation": "OSJ",
        "issn_electronic": "3086-0881",
        "issn_print": null,
        "homepage_url": "https://oxtonscience.com/",
        "publisher": "Oxton Education"
    },
    "files": [],
    "status": "published",
    "status_reason": null,
    "status_changed_at": "2026-11-09 16:38:53",
    "version": 6,
    "publication_year": 2026,
    "doi": null,
    "publication_type": "review-article",
    "language": "en",
    "title": "ARTIFICIAL INTELLIGENCE IN MARKETING AND CONSUMER RELATIONSHIPS: PERSONALIZATION, CUSTOMER EXPERIENCE AND LOYALTY IN AN INTEGRATIVE REVIEW",
    "subtitle": null,
    "translated_titles": [],
    "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.",
    "translated_abstracts": [],
    "keywords": [
        {
            "lang": "en",
            "keyword": "Artificial intelligence"
        },
        {
            "lang": "en",
            "keyword": "Digital marketing"
        },
        {
            "lang": "en",
            "keyword": "Personalization"
        },
        {
            "lang": "en",
            "keyword": "Customer experience"
        },
        {
            "lang": "en",
            "keyword": "Loyalty"
        }
    ],
    "contributors": [
        {
            "given_names": "Bruna",
            "family_name": "Cristina Moreira",
            "orcid": null,
            "ori_id": null,
            "role": "author",
            "corresponding": false,
            "credit_roles": [
                "conceptualization",
                "data-curation",
                "investigation",
                "methodology",
                "writing-original-draft"
            ],
            "affiliations": [
                {
                    "name": "Universidade Paulista",
                    "ror": null
                }
            ]
        },
        {
            "given_names": "Stephani",
            "family_name": "Cruz Viana",
            "orcid": null,
            "ori_id": null,
            "role": "author",
            "corresponding": false,
            "credit_roles": [
                "conceptualization",
                "data-curation",
                "investigation",
                "methodology",
                "writing-original-draft"
            ],
            "affiliations": [
                {
                    "name": "Universidade Paulista",
                    "ror": null
                }
            ]
        },
        {
            "given_names": "Giovanna",
            "family_name": "Sayuri Nakayama",
            "orcid": null,
            "ori_id": null,
            "role": "author",
            "corresponding": false,
            "credit_roles": [
                "conceptualization",
                "data-curation",
                "investigation",
                "methodology",
                "writing-original-draft"
            ],
            "affiliations": [
                {
                    "name": "Universidade Paulista",
                    "ror": null
                }
            ]
        },
        {
            "given_names": "Raffael",
            "family_name": "Henrique Vaz Tossini",
            "orcid": null,
            "ori_id": null,
            "role": "author",
            "corresponding": false,
            "credit_roles": [
                "conceptualization",
                "data-curation",
                "investigation",
                "methodology",
                "writing-original-draft"
            ],
            "affiliations": [
                {
                    "name": "Universidade Paulista",
                    "ror": null
                }
            ]
        },
        {
            "given_names": "Prof. Me. Eder",
            "family_name": "Freitas",
            "orcid": "0009-0000-7048-0175",
            "ori_id": "6380-4182-7929-5426",
            "role": "author",
            "corresponding": true,
            "credit_roles": [
                "conceptualization",
                "investigation",
                "methodology",
                "supervision",
                "validation",
                "writing-review-editing"
            ],
            "affiliations": [
                {
                    "name": "Universidade Paulista",
                    "ror": null
                }
            ]
        }
    ],
    "volume": "2",
    "issue": "1",
    "first_page": "1",
    "last_page": "10",
    "elocation_id": null,
    "received_date": "2026-10-29",
    "accepted_date": "2026-11-08",
    "published_date": "2026-11-10",
    "license_code": "CC-BY-4.0",
    "license_url": "https://creativecommons.org/licenses/by/4.0/",
    "article_url": "https://oxtonscience.com/article/8/",
    "fulltext_url": "https://oxtonscience.com/article/8/download/1/",
    "funding": [],
    "conflicts_of_interest": null,
    "external_ids": [],
    "references": [
        {
            "citation": "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",
            "doi": null,
            "url": null
        },
        {
            "citation": "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",
            "doi": null,
            "url": null
        },
        {
            "citation": "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",
            "doi": null,
            "url": null
        },
        {
            "citation": "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",
            "doi": null,
            "url": null
        },
        {
            "citation": "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",
            "doi": null,
            "url": null
        },
        {
            "citation": "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",
            "doi": null,
            "url": null
        },
        {
            "citation": "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",
            "doi": null,
            "url": null
        },
        {
            "citation": "Gerhardt, T. E., & Silveira, D. T. (Eds.). (2009). Métodos de pesquisa [Research methods]. Editora da UFRGS.",
            "doi": null,
            "url": null
        },
        {
            "citation": "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",
            "doi": null,
            "url": null
        },
        {
            "citation": "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",
            "doi": null,
            "url": null
        },
        {
            "citation": "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.",
            "doi": null,
            "url": null
        },
        {
            "citation": "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",
            "doi": null,
            "url": null
        },
        {
            "citation": "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",
            "doi": null,
            "url": null
        },
        {
            "citation": "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.",
            "doi": null,
            "url": null
        },
        {
            "citation": "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",
            "doi": null,
            "url": null
        },
        {
            "citation": "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.",
            "doi": null,
            "url": null
        },
        {
            "citation": "Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.1177/00222429990634s105",
            "doi": null,
            "url": null
        },
        {
            "citation": "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",
            "doi": null,
            "url": null
        },
        {
            "citation": "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",
            "doi": null,
            "url": null
        },
        {
            "citation": "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",
            "doi": null,
            "url": null
        },
        {
            "citation": "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",
            "doi": null,
            "url": null
        },
        {
            "citation": "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.",
            "doi": null,
            "url": null
        },
        {
            "citation": "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",
            "doi": null,
            "url": null
        },
        {
            "citation": "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",
            "doi": null,
            "url": null
        }
    ],
    "relations": [],
    "created_at": "2026-11-08 18:24:02",
    "updated_at": "2026-11-09 16:38:53"
}