Despite the rapid development of Artificial Intelligence (AI) and its significant influence on brand loyalty, the existing literature lacks a comprehensive and systematic review. This study aims to review the literature on the impact of AI on brand loyalty. The PRISMA guidelines were used to filter documents retrieved from Scopus that were published between 1996 and 2025. A total of 323 documents were ultimately retained after four rounds of screening. Bibliometric methods were applied to analyse performance and map the scientific landscape, highlighting the characteristics of the field. The analysis reveals a significant increase in publications on the impact of AI on branding over the past three decades, peaking in 2024 and continuing to rise rapidly in 2025. It also maps country-level contributions and collaboration patterns, identifies the most influential authors and documents, and delineates the major schools of thought and emerging research trends. Representing one of the first systematic evaluations of the literature on AI-driven brand loyalty, the study makes a methodological contribution by integrating bibliometric analysis with the PRISMA process. This integration enables a quantitative and objective assessment of research performance while visualizing the scientific landscape, thereby offering insights into past, present, and future developments. Overall, the study provides comprehensive and synthesized insights, helps guide future research directions, and serves as a valuable reference for both scholars and practitioners.
Hue et al. (Tue,) studied this question.