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@article{193136,
        author = {Mr. Yash Baiju Naik and Mr. Dhairya Rajesh Joshi and Mr. Darshan Maheshbhai Patel},
        title = {A Scoping and Rapid Representation of Autonomy, Engagement, Ethics, and Transparency in Artificial Intelligence with Driven Personalization},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {9},
        pages = {3821-3823},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193136},
        abstract = {Artificial intelligence (AI) with driven personalization has become central to digital marketing, media, healthcare, and creative industries. While personalization promises enhanced engagement and efficiency, it simultaneously raises concerns regarding autonomy, privacy, transparency, and ethical governance. This study combines a scoping review with a rapid review approach to synthesize recent empirical, conceptual, and systematic literature (2023–2025) on AI-powered personalization. Eleven studies were analyzed, encompassing qualitative interviews, mixed-method experiments, conceptual reviews, and systematic literature reviews. Findings reveal four dominant themes: (1) personalization–autonomy tension, (2) customer engagement and experiential outcomes, (3) ethical and societal risks, and (4) transparency and user control. Results indicate that AI personalization improves engagement and operational efficiency but often constrains user autonomy, amplifies privacy risks, and lacks adequate transparency. The review highlights significant methodological gaps, including limited human-centered evaluations and overreliance on secondary data. Practical recommendations and research implications are proposed to support responsible, human-centered AI deployment.},
        keywords = {Artificial intelligence; personalization; autonomy; transparency; digital marketing; ethics},
        month = {February},
        }