As digital transformation redefines banking competitiveness, brand sustainability increasingly depends on delivering personalised experiences. This paper investigates how Emirates NBD, a UAE market leader, uses AI-driven personalisation to enhance sustainable brand equity. Through an in-depth qualitative case study analysing 3 years of implementation data from 2019–2023, the research examines tools including the Emirates Virtual Assistant (EVA), hyper-personalised financial planning, and predictive customer insights. Findings reveal significant improvements in customer engagement (35% faster query resolution), operational efficiency (40% cost reduction), and brand loyalty (a 20-point increase in NPS). The study offers a replicable framework for leveraging AI personalisation as both a tactical tool and strategic capability, with particular relevance for Islamic digital banking contexts.