Sztuczna inteligencja w marketingu cyfrowym ‒ przykłady badań, zastosowań i perspektywy rozwoju
Artificial Intelligence in Digital Marketing ‒ Examples of Research, Applications and Development Perspectives

Summary/Abstract: The article analyzes application of artificial intelligence (AI) in marketing, emphasizing its impact on issues such as content personalization, process automation and effectiveness of marketing strategies. Based on research and industry reports, the potential of AI in the field of data analysis, predictive marketing and the use of chatbots as well as recommendation systems is presented. The research indicates that AI contributes to the transformation of the labor market and the dynamic development of digital marketing. The results achieved indicate a significant impact of artificial intelligence on improving business results and the competitive advantage of companies. At the same time, they identify key challenges, including the need to manage data, adapt to legal regulations and maintain transparency of AI systems. The conclusions emphasize the need for responsible use of artificial intelligence in marketing, with an emphasis on education, investment in infrastructure and the development of ethical technological standards, which will enable the full use of the AI’s potential in a dynamically changing market environment.

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