The present study aims to examine the role of artificial intelligence in shaping consumer trust and emotional engagement in digital marketing environments. In terms of purpose, this research is applied, and in terms of method, it is descriptive-survey. The statistical population of the study consisted of consumers of digital marketing services, from whom a sample size of 384 was estimated using the Cochran formula and who were surveyed through simple random (convenience) sampling. The data collection instrument was a standard questionnaire containing 25 items, whose validity was confirmed through content, convergent, and discriminant validity as well as the HTMT criterion, and whose reliability was confirmed by calculating Cronbach’s alpha coefficient, composite reliability, and the Rho coefficient (a measure of the internal reliability of constructs). To analyze the findings, the structural equation modeling technique with the partial least squares approach and Smart-PLS software was used. The findings confirmed all hypotheses and the appropriate fit of the research model, and showed that technology acceptance readiness has a positive and significant effect on AI-based customer relationship management capabilities (β = 0.715); likewise, both AI-based customer relationship management and personalization affect consumer emotional engagement. The findings confirmed that perceived value and consumer trust, as moderating variables, strengthen the direct effects of AI capabilities on emotional engagement. The results indicated that, in order to enhance emotional engagement in digital environments, companies should focus not only on developing AI infrastructure but also on value-based personalization and transparency in trust.