This study investigates the influence of generative AI-driven hyper-personalized marketing strategies on consumer trust, engagement, and brand loyalty. As brands increasingly adopt AI to deliver tailored experiences in real-time, understanding its psychological and behavioral impact on consumers becomes critical. The research employed a quantitative approach, collecting data from 150 digitally active consumers using a structured questionnaire. The results revealed that generative AI-enabled personalization significantly enhances consumer trust and engagement, which in turn strongly influence brand loyalty. Mediation analysis confirmed that trust and engagement play pivotal roles in translating personalized experiences into sustained brand commitment. The study concludes that generative AI, when implemented transparently and ethically, can humanize digital interactions and build long-term consumer relationships. These findings have practical implications for marketers seeking to optimize AI tools not just for efficiency, but also for emotional connection and loyalty-building.
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