<![CDATA[The rapid digitalization of Islamic banking has expanded opportunities to use artificial intelligence (AI) for personalized marketing; however, personalized services do not necessarily translate directly into customer loyalty. This study examined the relationship between AI-based marketing personalization and customer loyalty, with customer experience and trust examined as individual and sequential mediators. A quantitative explanatory research design was employed using a cross-sectional survey of 350 Bank Syariah Indonesia customers in Banyumas Regency. Data were collected using structured questionnaires and analyzed through measurement model assessment, path analysis, and mediation analysis. The findings indicated that AI-based marketing personalization had positive effects on customer experience and trust, whereas its direct effect on customer loyalty was not statistically supported. Customer experience had positive effects on trust and customer loyalty, while trust also had a positive effect on customer loyalty. The mediation analysis indicated that AI-based marketing personalization was indirectly associated with customer loyalty through customer experience, trust, and the sequential mediation pathway from customer experience to trust. These findings suggest that AI-enabled personalization generates relational value when customers perceive personalized interactions as relevant, beneficial, and trustworthy. The study concludes that Islamic banks should integrate AI-based personalization with efforts to strengthen customer experience and trust rather than relying solely on technological sophistication. Practical priorities include providing relevant recommendations, maintaining transparent data practices, and enhancing customers' control over their personalization preferences to support sustainable banking relationships and strengthen customer loyalty.]]>
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