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As a native Japanese speaker, I dont think "ai" is anything more than "love".
I have absolutely no intentions of worshipping someone like a goddess when I use the term "ai".
However, people rarely use the term "aishiteru" in a relationship because it is to heavy a idea.
Especially when the story line is between high school kids having crushed for each other, usually you only use "suki" and "daisuki", but makes more sense to translate it into English as "I love you"
If you are a couple that is married or about to get married (in a way more mature and has more responsibilities) then you would use "ai".
I actually thought this was very close to an episode in Sex and the City when Carrie says "I love you" to Mr. Big and she freaks out because its too heavy a phrase, and feel that he either has to say it back or they break up.
Same with Lenard and Penny in Big Bang theory around Season 3.
Therefore, if you are joking with your friends you can say "aishiteru" but if you mean it its really really heavy.
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