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Salih, Sayeed and Husain, Omayma and Almohamedh, Refan Mohamed and Tajelsier, Hayfaa and Hassan Abdalla Hashim, Aisha and Elshafie, Hashim and Motwakel, Abdelwahed (2026) From ideation to execution: unleashing the power of generative AI in modern digital marketing and customer engagement - a systematic literature review and case study. Array, 29 (NA). pp. 1-25. E-ISSN 2590-0056