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This chapter explores artificial intelligence (AI) auditing and its role in enhancing customer experience and building trust, reliability, and credibility in the digital marketing environment. It emphasizes the adoption and implementation of practices by global and international auditing firms such as Deloitte, PwC, Ernst & Young, and KPMG. The chapter employs a systematic review of academic literature and professional reports, analyzing studies related to AI applications in customer experience, algorithmic auditing practices, and AI governance frameworks. However, the chapter's findings reveal a research gap: the limited integration of AI auditing and customer experience in current literature. The chapter concludes by proposing
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