People and algorithms: Working with AI in marketing
People and algorithms: Working with AI in marketing

Contributor(s): Natalia Gluza (Editor), Grzegorz Leszczyński (Editor), Piotr Gaczek (Editor), Maciej Ławrynowicz (Editor), Anna Rogala (Editor)
Subject(s): Business Economy / Management, Theory of Communication, Management and complex organizations, Marketing / Advertising, ICT Information and Communications Technologies, Distance learning / e-learning
Published by: Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu
Keywords: human-AI collaboration; AI in marketing; AI-driven marketing; Artificial Intelligence; people and algorithms
Summary/Abstract: Artificial Intelligence is no longer a distant technological trend in marketing. Used well, AI can boost marketing practice. Without an informed, critical approach to use, it can reproduce bias, generate misleading insights, weaken creativity, and create serious ethical, legal, and security risks. This handbook has been prepared to support your work with Artificial Intelligence in marketing in a thoughtful, creative, and responsible way. Its goal is not only to introduce AI tools and concepts, but also to help you develop the judgment required to use them effectively. The handbook is primarily addressed to marketing students at the master’s level. It has been devel­oped by marketing departments from European universities who are witnessing how AI the trans­formation of the profession and deciding how marketing education should respond to this change. The chapters are designed to connect conceptual understanding with practical application, helping students prepare for marketing roles in which AI will be part of everyday work. This handbook is the result of collaboration between academics from Poznań University of Econom­ics and Business (Poland, project leader) and Corvinus University of Budapest (Hungary), University of Applied Sciences Upper Austria, Stockholm School of Economics (Sweden), Complutense Universi­ty of Madrid (Spain), Polytechnic University of Marche, Ancona (Italy), University of Zagreb, Faculty of Economicsand Business (Croatia), and University of Perpignan (France). This handbook has been supported by the Polish National Agency for Academic Exchange under the NAWA Strategic Partnership program, project BNI/PST/2023/1/00082 DIGIT: People and algorithms in organisationshttps://ue.poznan.pl/uniwersytet/digit-ludzie-i-algorytmy-w-organizacjach-kompetencje-do-pracy-w-srodowisku-cyfrowym/

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