Asst. Prof. Urmi Kushwah. THE ROLE OF ARTIFICIAL INTELLIGENCE IN PERSONALIZING CONSUMER EXPERIENCES: A STUDY ON PREDICTIVE ANALYTICS IN THE E-COMMERCE SECTOR. Vidhyayana [Internet]. 2024 Oct. 10 [cited 2025 May 10];10(si1):298-320. Available from: http://www.j.vidhyayanaejournal.org/index.php/journal/article/view/1961