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This study analyzes the economic implications of AI-driven personalization in e-commerce, focusing on its effects on consumer behavior, market efficiency, and firm outcomes. It highlights the dual nature of personalization, which can enhance efficiency and consumer welfare while also introducing risks such as algorithmic bias and privacy concerns. The paper proposes a conceptual model to guide governance and policy design, emphasizing the need for transparency and fairness in AI-mediated markets.

Author

Eka Wulandari

Language

EN