G MUKUND; TRIPATHI, H. EXAMINING THE ROLE OF ARTIFICIAL INTELLIGENCE IN ENHANCING PERSONALIZATION STRATEGIES AND CUSTOMER EXPERIENCE IN E-COMMERCE. International Journal of Research -GRANTHAALAYAH, [S. l.], v. 12, n. 4, p. 174–181, 2024. DOI: 10.29121/granthaalayah.v12.i4.2024.6664. Disponível em: https://www.granthaalayahpublication.org/journals/granthaalayah/article/view/6664. Acesso em: 2 mar. 2026.