( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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AI-DRIVEN PERSONALIZATION AND DECISION-MAKING BIAS: INVESTIGATING THE IMPACT ON IMPULSE BUYING, BRAND LOYALTY, AND DECISION FATIGUE

    2 Author(s):  DIVYA TIWARI ,DR. OMBIR SINGH

Vol -  16, Issue- 4 ,         Page(s) : 215 - 225  (2025 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

In an era where artificial intelligence (AI) drives consumer experience through personalized recommendations, this paper explores how such AI-driven personalization influences consumer behaviour, particularly focusing on impulse buying

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