Gnanendra Reddy Muthirevula, Prabhu Muthusamy, Lavanya Shanmugam. The Evolution of Martech: Integrating Data, AI, and Personalization for Modern Marketing. Newark J. Hum. Centric AI Robot Inter. 2024;4:46-83. Accessed February 4, 2026. https://njhcair.org/index.php/publication/article/view/20