The historical development of marketing has evolved from product-oriented approaches to customer and value-centered perspectives, and most recently toward digitalization and artificial intelligence integration. Today, customer experience is defined not only by the quality of a product or service but also by the overall interaction with the brand, making it a strategic factor for achieving sustainable competitive advantage. Artificial intelligence technologies contribute to redesigning customer experience by offering personalization, speed, scalability, and consistency. Recommendation systems, chatbot-based support, and generative AI applications enrich customer interactions throughout the journey, enhancing both satisfaction and loyalty. However, the integration of artificial intelligence into marketing also brings ethical and legal challenges. The protection of consumer data, transparency, and trust remain crucial for maintaining long-term relationships between businesses and customers. In this respect, artificial intelligence is not merely a tool for operational efficiency but also a strategic element that creates value and transforms the customer experience. This study conceptually examines the role of AI-driven customer experience in marketing and provides insights into its future implications.