In the era of digital transformation, artificial intelligence (AI) technologies have become central to reshaping marketing strategies, particularly in the financial sector. This study explores the role of AI-driven personalized marketing in enhancing consumer engagement and fostering brand loyalty. As digital consumers increasingly demand fast, accessible, and tailored services, financial institutions are leveraging big data and AI algorithms to offer hyper-personalized experiences. Through the integration of social identity theory and consumer participation frameworks, this research investigates how AI-supported personalization tools influence customer behavior, emotional attachment, and long-term loyalty. The study further discusses the ethical implications of data-driven marketing while highlighting the opportunities and limitations of algorithmic consumer targeting. By addressing the gap in local literature and synthesizing international findings, the research aims to provide a comprehensive understanding of AI-based personalized financial marketing and its strategic impact on sustainable customer relationships.