Marketing de relacionamento e fidelização de clientes: uma Análise do uso da inteligência artificial em programas de fidelização

Abstract

The objective of this study is to analyze the relationship between artificial intelligence, loyalty programs, and customer retention within the context of relationship marketing. It is based on the understanding that customer loyalty does not depend solely on repeat purchases, but on the continuous development of value, trust, satisfaction, and bonds between companies and consumers. In this context, loyalty programs are no longer merely reward mechanisms and become relationship strategies, especially when associated with data use, personalization, and intelligent technologies. Regarding the method, the research adopted a qualitative and bibliographic approach and analyzed 10 open-access scientific articles, predominantly published between 2020 and 2025. As the main result, it was found that artificial intelligence can strengthen loyalty programs by enabling greater customer segmentation, personalized offers, automated interactions, identification of consumption patterns, and improvement of after-sales activities. However, the analysis also indicates that technology alone does not guarantee retention. Its effectiveness depends on its integration with consistent relationship marketing strategies, transparency in data use, and the company’s ability to provide benefits perceived as relevant by consumers. Therefore, it is concluded that artificial intelligence acts as a strategic resource to support customer loyalty, expanding organizations’ capacity to understand and serve their customers without replacing the relational dimension that sustains long-term loyalty.