Ali Shahbazi, Sepehr Behtaji, Amir Hossein Tajiki, Nefise Şirzad, Sima Darvishan, Hossein Najafzadeh. "The adaptive engagement framework: enhancing banking customer experience through AI-powered invisible marketing." Scientific Reports (2026). https://doi.org/10.1038/s41598-026-49522-y