Examining the effect of AI-powered personalization on customer loyalty: a meta-analysis of E-commerce studies
Abstract
This systematic review explores the evolving intersection between artificial intelligence (AI)-powered personalization and customer loyalty within digital commerce ecosystems. As e-commerce platforms increasingly deploy AI technologies to tailor user experiences, understanding the mechanisms through which personalization fosters loyalty has become both a strategic and scholarly imperative. Drawing on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines, this study critically analyzed 52 peer-reviewed articles published between 2012 and 2025, spanning disciplines such as marketing, information systems, computer science, and consumer psychology. The review synthesized findings from both experimental and observational studies, incorporating diverse methodologies including structural equation modeling, log-file analytics, and meta-analytic techniques. The results confirm that AI-driven personalization significantly enhances both transactional and emotional dimensions of customer loyalty, especially when implemented through deep learning algorithms, hybrid recommender systems, and real-time behavioral adaptation. Psychological factors such as perceived relevance, trust, emotional bonding, and user satisfaction emerged as crucial mediators in the personalization–loyalty relationship. Additionally, ethical considerations—such as algorithmic transparency, data privacy compliance, and user control—were found to directly influence trust and…
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Evidence Hub reads this as a meta-analysis. Its evidence level is 1 of 5 (Highest · pooled evidence). Pooled evidence from several studies sits at the top of the evidence pyramid.
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