Asst. Prof. Urmi Kushwah. “THE ROLE OF ARTIFICIAL INTELLIGENCE IN PERSONALIZING CONSUMER EXPERIENCES: A STUDY ON PREDICTIVE ANALYTICS IN THE E-COMMERCE SECTOR”. Vidhyayana - An International Multidisciplinary Peer-Reviewed E-Journal - ISSN 2454-8596, vol. 10, no. s1, Oct. 2024, pp. 298-20, https://j.vidhyayanaejournal.org/index.php/journal/article/view/1961.