The Role of Generative Artificial Intelligence in Recreating Brand Experience and Digital Customer Loyalty
Keywords:
Productive AI, reinventing the brand experience, digital customer loyaltyAbstract
Objective: This study aimed to examine the impact of generative artificial intelligence (AI) on brand experience recreation and digital customer loyalty.
Methods and Materials: This mixed-method research employed both qualitative and quantitative approaches. In the qualitative phase, thematic analysis using MAXQDA14 was conducted to identify dimensions and components related to the role of generative AI in brand experience. The qualitative population consisted of marketing and business faculty members from Iranian universities with over 15 years of experience, selected through purposive sampling until theoretical saturation (15 participants). In the quantitative phase, a descriptive–survey design was used. Data were collected from 220 employees and customers familiar with the technological services of Pasargad Bank in Tehran using the standardized Brakus Brand Experience Scale and the Srinivasan et al. (2002) Digital Loyalty Questionnaire. Data were analyzed using SPSS and Smart PLS software.
Findings: The results indicated that generative AI had a strong and significant effect on brand experience recreation (β = 0.854, t = 26.380) and a substantial effect on digital customer loyalty (β = 0.800, t = 18.157). The coefficient of determination (R²) was 0.730 for brand experience and 0.640 for digital loyalty, confirming the model’s strong explanatory power.
Conclusion: Generative AI not only reshapes brand experience but also enhances emotional and behavioral loyalty through intelligent personalization, creative content generation, and algorithmic trust. By integrating generative technologies, brands can create personalized, emotionally engaging, and ethically responsible experiences that foster sustainable differentiation and long-term customer commitment in the digital marketplace.
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Copyright (c) 2025 Seyedeh Shima Eftekhari Sinjani (Author)
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