<![CDATA[The rapid advancement of Artificial Intelligence (AI) technology has brought significant transformations across various industries and reshaped how consumers interact. This study highlights the role of AI-based chatbots and analytics in shaping marketing strategies and customer service. Chatbots enable round-the-clock service, support multiple languages, and reduce operational costs. Meanwhile, AI-driven marketing facilitates a more personalized approach by leveraging data to predict consumer needs, accelerate decision-making, and influence purchasing behavior, despite the inherent risk of bias. Grounded in the Stimulus-Organism-Response (S-O-R) model, this research focuses on the influence of AI on brand preference in the context of Islamic banking in Indonesia. The study aims to support Islamic banks in designing AI-driven marketing activities and formulating more effective branding and marketing strategies. A survey was conducted with over 400 respondents. The findings reveal that consumers appreciate the speed and personalization offered by AI-powered services; however, they remain aware of AI’s limitations in emotional understanding. This indicates that while AI enhances engagement, further development is needed to create more emotionally intuitive AI-driven experiences.]]>
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