Abstract This study investigates how artificial intelligence (AI) is transforming the marketing industry, with a focus on the Polish market. The research aims to understand the impact of AI on job roles, market dynamics, and marketing practices. The study employs a mixed-methods approach. Quantitative data was gathered through the analysis of job market trends in Poland, utilizing job postings data from online platforms. Additionally, Google Trends was used to assess the level of interest in AI tools in both the USA and Poland. Qualitative insights were drawn from case studies of AI applications in marketing, exemplified by specific profiles and campaigns utilizing AI technologies. Findings indicate a significant decline in traditional marketing job offers in Poland, alongside a growing interest in AI-driven tools, particularly in content creation and customer engagement. While AI presents opportunities for increased efficiency and innovation, it also brings challenges related to job displacement and the need for new skills in the marketing workforce.
Iwona Lupa-Wójcik (Tue,) studied this question.