This edited volume - the first book in a two-volume work - examines how artificial intelligence, machine learning and cognitive science are reshaping consumer behaviour in digital commerce. As the foundational volume, it introduces the concept of cognitive commerce and explains how intelligent systems influence perception, attention, trust, decision-making, personalisation and consumer engagement.

Focusing on the core technologies and applications that define cognitive commerce, it discusses key topics such as AI and machine learning in modern commerce, dynamic pricing, chat banking, augmented and virtual reality, voice technologies, natural language processing and industry-based case studies. It reveals how AI-enabled platforms can learn from consumer data, reduce cognitive overload, improve recommendation systems, personalise digital experiences and support more responsive customer interactions.

The volume also highlights the relevance of cognitive commerce in emerging economies, where digital transformation is shaped by infrastructure gaps, cultural diversity, digital literacy, regulatory uncertainty and evolving consumer expectations. It shows how businesses can apply AI and machine learning in ways that are adaptive, ethical and contextually relevant. Taken together, the volumes explain the key concepts, technologies and consumer-facing applications, and discusses advanced analytics, predictive modelling, behavioural economics, social media analytics and responsible AI in marketing.

Reason Masengu is an accomplished academic and researcher specialising in Marketing and Administration. He holds a PhD from North-West University, South Africa and is Senior Lecturer at Middle East College in Oman, and a Postgraduate Examiner at North-West University. He has authored numerous publications in reputable journals and presented papers at international conferences, contributing to fields such as green tourism, supply chain management, technology adoption in marketing, and sustainable supply chain practices. 

Fungai Jacqueline Kiwa holds a PhD in Cultural Heritage and Information Technology and is Professor of Software Engineering at Chinhoyi University of Technology, Zimbabwe. Her skill set encompasses Artificial Intelligence, innovative IoT framework design, and proficient programming capabilities. She has a deep understanding of programming, software development, and system architecture.

Tatenda T. Chabata is Senior Lecturer/Post Doctoral Fellow at UNISA, South Africa. He has a PhD in Business Management, specialising in digital marketing systems, from the University of Free State, South Africa. He is a dedicated Marketing and Communications professional, a practicing Associate Marketer in South Africa (AMSA) and The Marketing Association of South Africa (MASA). 

Divaries Cosmas Jaravaza is Senior Lecturer at Bindura University of Science Education, Zimbabwe. He holds a PhD in Business from Witwatersrand Business School, South Africa, specialising in marketing, advertising, and cultural perceptions. He has taught a diverse range of subjects from financial accounting to social media marketing. He is a journal reviewer and research coordinator.