About the book

In the rapidly evolving landscape of commerce and management, the convergence of artificial intelligence (AI) and digital transformation has emerged as a defining force — reshaping industries, reimagining consumer experiences, and redefining the very fabric of organizational decision-making. This edited volume, Cutting-Edge Research in Commerce and Management: A Technology Perspective – Artificial Intelligence and Digital Transformation Perspective, brings together a curated collection of scholarly contributions that illuminate the multifaceted impact of AI across domains such as marketing, finance, human resources, education, and e-commerce.

The chapters in this volume reflect a dynamic interplay between theory and practice, offering insights into how AI-powered tools are revolutionizing social media marketing, enabling hyper-personalized e-commerce ecosystems, and transforming digital learning platforms. From the nuanced role of AI chatbots in customer empathy to the strategic deployment of automation in emerging economies, each paper explores the opportunities and challenges that accompany this technological shift.

Particular attention is given to the Indian context, where AI adoption in banking, HRIS systems, and corporate financial decision-making is accelerating at an unprecedented pace. The volume also delves into the ethical and behavioral dimensions of AI—examining trust in virtual assistants, the emotional intelligence of chatbots, and the influence of AIgenerated advertisements
on consumer intent.

This compilation is not merely a reflection of current trends; it is a forward-looking dialogue that invites academics, practitioners, and policymakers to engage with the transformative potential of AI. By bridging conceptual frameworks with empirical evidence and case studies, the book aims to foster a deeper understanding of how digital technologies can be harnessed to drive innovation, inclusivity, and strategic growth in commerce and management.

We extend our sincere gratitude to the contributors whose rigorous research and thoughtful perspectives have enriched this volume. Their work stands as a testament to the intellectual vibrancy and collaborative spirit that define contemporary scholarship in the digital age. Let this book serve as both a resource and a catalyst—for inquiry, innovation, and impactful transformation.