-driven strategies enhance customer experiences by providing personalized interactions, convenience, and improved service quality, which, in turn, strengthen customer commitment. In addition, AI marketing significantly enhances perceived value, reinforcing its role as a key determinant of customer loyalt
While this is one point of reasoning in the article and it links AI strategies and increased costumer loyalty, it doesn't take into consideration other confounding variables. Things such as pre existing loyalty and trust. While it could be argued that the authors overstate what they're looking at here, I wouldn't disregard the findings.