Gunda, P. and Rao Komati, T. 2026. Hybrid GPT and Neural Models for Personalized E-Commerce: A Novel Framework for Adaptive and Transparent Product Recommendations. ITEGAM-JETIA. 12, 57 (Jan. 2026), 222-235. DOI:https://doi.org/10.5935/jetia.v12i57.2874.