This research project focuses on the role of Artificial Intelligence (AI) in developing a positive relationship between customers and brands. It explores the benefits of AI in enhancing organizational productivity, achieving goals, and improving customer experiences. The project aims to provide recommendations on how brands can integrate AI to improve customer relations. The research methodology includes both primary and secondary research methods. The findings suggest that AI helps companies in improving their performance and customer relationships. References: Walliman, N. (2017). Research methods: The basics. Sterne, J. (2017). Artificial intelligence for marketing: practical applications.