This volume – the second in a two-volume work - builds on the foundations established in Volume I by examining advanced applications of artificial intelligence and machine learning in consumer behaviour, marketing analytics and responsible digital commerce.

Covering key topics, such as predictive analytics, behavioural economics, machine-learning models, social media analytics, chatbots, virtual assistants and responsible AI in marketing, it discusses how organisations can use consumer data to forecast behaviour, evaluate customer feedback, personalise marketing communication, strengthen engagement and improve strategic decision-making.

Chapters reveal how AI can support deeper understanding of consumer choices by combining data science with behavioural insights such as cognitive biases, bounded rationality, heuristics and decision-making patterns. Authors also examine how social media analytics can help entrepreneurs and firms in emerging economies track sentiment, understand market trends and respond more effectively to digital consumers. With an emphasis on ethical and responsible AI, the book addresses privacy, algorithmic bias, transparency, accountability, data protection and consumer trust, showing why AI-driven marketing must be both commercially effective and socially responsible. Taken together, the two volumes explain what cognitive commerce is and how it transforms consumer experiences; it demonstrates how cognitive commerce can be predicted, analysed, managed and implemented responsibly.

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.