THE ROLE OF AI-DRIVEN PERSONALIZATION IN SHAPING CONSUMER LOYALTY IN E-COMMERCE. Management Studies and Business Journal (PRODUCTIVITY), [S. l.], v. 2, n. 4, p. 2374–2388, 2025. DOI: 10.62207/xbvh6t64. Disponível em: https://journal.ppipbr.com/index.php/productivity/article/view/638.. Acesso em: 28 oct. 2025.