From Personalization to Prediction: The Role of Generative AI in Shaping Consumer Purchase Journeys. AEIDA: Journal of Multidisciplinary Studies , [S. l.], v. 2, n. 1, p. 13–23, 2025. Disponível em: https://aeidajournal.org/index.php/AEIDA/article/view/12. Acesso em: 18 may. 2026.