“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, vol. 5, no. 2, Oct. 2026, pp. 92-107, https://doi.org/10.58258/n8xyky13.