I'm noticing increasingly a tendency for folk to use the latter in preference to the former, especially in written communication. For example, 'I am loving the new Ariana Grande track' [as if...] rather than 'I love...'. Many posters on MN use this style, rather like some magazine editorials and columns expressing approval for a particular food or fashion (where, incidentally, 'I' becomes 'We' more often than not). I couldn't say for certain whether it is grammatically correct but it sounds affected and somewhat hackneyed nowadays.
Who started it ??