The second issue of the Journal of AI & Immersive Marketing (JAIIM), Volume 1 Number 2 (2026), explores how artificial intelligence, immersive technologies, and digital transformation are reshaping contemporary marketing theory and practice. Bringing together review articles and empirical studies, this issue examines emerging paradigms in spatial commerce, virtual reality marketing, AI-driven marketing intelligence, digital consumer behavior, and technology-enabled customer loyalty across diverse global contexts.

Featured contributions introduce new conceptual frameworks for Spatial Commerce, Artificial Intelligence in Marketing, and Virtual Reality Marketing, while empirical research investigates technology-driven e-commerce loyalty in Indonesia and foodservice brand choice in local culinary markets. Collectively, these studies demonstrate how AI, immersive technologies, consumer experience, and data-driven decision-making are converging to redefine marketing strategy, customer engagement, and value creation in the digital economy.

Contributors represent institutions across New Zealand, the United Kingdom, Morocco, Saudi Arabia, China, Austria, Spain and Indonesia, reflecting JAIIM's commitment to international collaboration and interdisciplinary scholarship. The diversity of perspectives presented in this issue highlights the journal's mission to foster innovative research that bridges marketing, information systems, artificial intelligence, and immersive technologies.

Together, the articles in this issue advance theoretical development, empirical evidence, and practical insights for academics, practitioners, industry leaders, and policymakers seeking to understand the rapidly evolving intersection of artificial intelligence, immersive technologies, digital transformation, and consumer behavior.