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@article{192081,
        author = {Manas Srivastava},
        title = {AI-Driven Personalization and Its Influence on Customer Engagement and Brand Loyalty},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {9},
        pages = {419-422},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=192081},
        abstract = {This study looks into how customer engagement and ensuing brand loyalty are affected by personalisation powered by artificial intelligence (AI). The study uses structural equation modelling (SEM) and a quantitative approach with a sample of digital consumers (N=476) to examine the connections between algorithmic personalisation, privacy concerns, engagement, and loyalty. According to the results, perceived personalisation and engagement have a strong positive correlation (r = 0.60), but privacy concerns have a significant moderating effect, supporting the "personalization-privacy paradox." Marketing professionals are advised to prioritise "explainable AI" in order to reduce consumer scepticism.},
        keywords = {Artificial Intelligence (AI), AI-driven personalization, Customer Engagement, Brand Loyalty},
        month = {February},
        }