FROM PREDICTION TO PERSONALIZATION: MAPPING THE EVOLUTION OF AI AND MACHINE LEARNING IN E-COMMERCE CONSUMER BEHAVIOR RESEARCH. Prosiding Seminar Nasional Lembaga Penelitian Dan Pendidikan (LPP) Mandala, [S. l.], v. 5, n. 2, p. 92–107, 2026. DOI: 10.58258/n8xyky13. Disponível em: https://ejournal.mandalanursa.org/index.php/ProsEko/article/view/11548. Acesso em: 30 oct. 2026.