Dheeraj Sharma. “A Study Of Generative Ai-Driven Innovation In Retail: Enhancing Customer Experience And Market Competitiveness”. European Economic Letters (EEL) 15, no. 3 (October 6, 2025): 3124–3145. Accessed February 23, 2026. https://eelet.org.uk/index.php/journal/article/view/3756.