services tailored to their individual needs and preferences has become a key factor for organizational success. Advances in big data and artificial intelligence (AI) technologies have enabled organizations to gain more precise insights into future customer behavior through predictive analytics and to make marketing decisions more intelligently.

The present study aims to examine the role of customer perception of big data and AI capabilities in predicting customer behavior and to clarify its effect on service personalization and organizational outcomes. This research is applied in terms of objective and descriptive–analytical and quantitative in terms of methodology. Data were collected through a questionnaire from a sample of 200 digital service customers. To test the research hypotheses, simple linear regression and SPSS software were employed at a significance level of 0.05.

The findings indicate that customer perception of big data capabilities and AI skills has a positive and significant effect on customer behavior prediction. Furthermore, customer behavior prediction has a positive and significant impact on service personalization, and service personalization directly leads to improved organizational outcomes, including customer satisfaction, loyalty, and customer lifetime value.

The results suggest that from the customers’ perspective, the combination of data-driven infrastructures and intelligent analytical tools plays a crucial role in enhancing the effectiveness of customer relationship management systems and improving marketing decision-making. The findings of this study can serve as a practical guide for managers in the development of data-driven marketing strategies and the design of personalized services.