This study investigates the antecedents and outcomes of customer engagement in AI-driven digital platforms, focusing on the roles of Digital Trust, Content Engagement, Content Engagement AI, Emotion, and Platform Familiarity. Despite increasing activity on social media, previous findings indicate that user engagement remains largely superficial and unsustainable. Thus, this study aims to explore whether satisfaction derived from AI personalization and emotional connection can lead to long-term digital relationships. Using a purposive sampling method, data were collected from 430 respondents, predominantly young users aged 12–27 years in Jakarta and surrounding areas, during April 2025. Respondents were active users of social media platforms who engaged with influencer-generated content. Structural Equation Modeling using Partial Least Squares (SEM-PLS) was applied to analyze the relationships among variables. The results confirm that Digital Trust significantly drives Content Engagement, Emotion, and Customer Engagement, while Platform Familiarity enhances trust. Moreover, AI-driven personalization and emotional resonance play pivotal mediating roles in shaping deeper, sustainable engagement. This study contributes theoretically by elucidating the multidimensional process of engagement in AI-mediated contexts and practically by guiding marketers and policymakers to design more authentic and trustworthy digital ecosystems. Keywords: Customer Engagement, Digital Trust, Content Engagement AI, Thomas Tandewijaya Information Systems Department School of Information Systems Bina Nusantara University Jakarta 11480, Indonesia thomas.tandewijaya@binus.ac.id Nguyen Minh Tuan* Faculty of Information Technologyt, Posts and Telecommunications Institute of Technology Ho Chi Minh city, Viet Nam minhtuan@ptit.edu.vn consumers make to interactions, has become a central theme of marketing and communication research [1]. Unlike superficial measures such as clicks or views, engagement reflects a deeper psychological affinity that is reflected in loyalty and advocacy. In the past two years, artificial intelligence has enabled digital platforms to suggest highly personalized content, making it more engaging and resulting in more screen time [2]. The younger generations, particularly the digitally born, have been highly sensitive to such personalization. Such findings suggest that digital platforms are not merely spreading content but also shaping the way audiences connect with what they consume [3]. Emotion, Platform Familiarity