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This research examines how Artificial Intelligence (AI) service performance, together with the information and system quality of AI technologies on e-commerce platforms, influence brand identity (BI), online brand engagement (OBE), and electronic brand loyalty (E-BL) among business users. Drawing on survey data from 321 firms engaged in B2B e-commerce and analyzed with AMOS, the findings show that multiple dimensions of AI service performance significantly enhance AI information and system quality. In turn, these quality dimensions positively shape BI, OBE, and E-BL. Furthermore, trust moderates the relationship between AI quality and OBE, underscoring its dynamic role in digital platform relationships. By addressing a critical gap in the literature, this study demonstrates that high-quality AI systems not only strengthen business users’ identity, engagement, and loyalty but also enable personalized, AI-driven marketing communications, such as automated recommendations and targeted content, that enhance user engagement and stimulate B2B word-of-mouth advocacy.
Shabankareh et al. (Wed,) studied this question.