I’m loving it!

Is this incorrect? Should we insist that one can only say I love it?

Going by what the grammar books say, then yes, I love it is strictly the correct form. To love is a stative verb, which means it  cannot be used in a continuous sense, (e.g. I love, I’ve loved and I loved are all fine, but never I’m loving or I was loving). Some other common stative verbs include to know, like, want, believe, agree, hate and understand. Try putting I’m before them and an -ing at the end and see if it sounds strange.

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