Artificial intelligence (AI) has become a transformative force in redefining the foundations of relationship marketing (RM). This chapter explores how AI, including generative AI (GenAI), reshapes the logic of customer relationship development, engagement, and value co-creation. Building upon classical RM theories (Berry, J Acad Market Sci 23(4):236–245, 1995; Grönroos, Asia–Aust Mark J 4(1):7–18, 1996), the study proposes an integrated framework of AI-enabled relationship marketing (AI-RM) that captures how intelligent systems enhance customer experience through data-driven personalization, predictive analytics, automation, and cognitive interaction. The revised version expands the theoretical and ethical dimensions of AI-mediated trust, transparency, and authenticity, addressing the paradox of algorithmic empathy and delegated decision-making. The analysis identifies five key domains of AI-RM—CRM automation, customer engagement, service personalization, ethical governance, and predictive analytics—illustrating how AI transforms firms into adaptive, learning ecosystems. Managerial implications emphasize the strategic integration of AI literacy, governance frameworks, and ethical auditing to sustain customer trust and relational value. The chapter concludes with directions for future research, highlighting cross-cultural dynamics, emotional intelligence in AI-human interactions, and the long-term impact of generative systems on customer loyalty and co-creation.