NONE 20260327070354998 wseas/wseas content-registration-form+ja@crossref.org content-registration-form WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS 1109-9526 2224-2899 Ahmad A. I. Shajrawi Department of E-marketing, Faculty of Business Middle East University, Amman, JORDAN https://orcid.org/0000-0002-1367-8238 This Study examines how artificial intelligence (AI)–based innovations can change digital marketing, in terms of customer experience and brand loyalty. It looks at how the customer experience mediates between the AI innovations and brand loyalty. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze data of 480 customers. The findings indicate that AI personalization, chatbots, AI-generated content, A/B testing, and data analytics contribute to the enhancement of customer experience to a significant extent. Customer experience has a strong impact on brand loyalty and moderates the association of AI innovations with brand loyalty. 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