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Yasmeen G. Elsantil

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Review Open access Jul 2026

Transforming marketing strategies via AI-powered personalization: A systematic review of consumer experience and business strategy

The integration of artificial intelligence (AI) in marketing has allowed for highly personalized customer experiences, transforming the traditional engagement strategies (Davenport et al., 2020). However, the implications of this for consumer behavior, ethical standards, and business performance are fragmented in the l...

Yasmeen G. Elsantil · 0 citations

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