What the study found
The study found that AI is changing marketing work in Poland, with fewer traditional marketing job offers and growing interest in AI tools. It also points to changes in marketing practices, especially in content creation and customer engagement.
Why the authors say this matters
The authors conclude that AI offers opportunities for greater efficiency and innovation, but also creates challenges for job displacement and new skill requirements in the marketing workforce. The study suggests these changes matter for both job roles and market dynamics.
What the researchers tested
The researchers used a mixed-methods approach. They analyzed job postings data from online platforms in Poland, used Google Trends to measure interest in AI tools in the U.S. and Poland, and examined case studies of AI applications in marketing.
What worked and what didn't
The findings indicate a significant decline in traditional marketing job offers in Poland. At the same time, interest in AI-driven tools was growing, particularly for content creation and customer engagement. The abstract also notes possible benefits in efficiency and innovation, alongside challenges tied to job displacement and the need for new skills.
What to keep in mind
The abstract focuses on the Polish market, so the findings are specific to that context. It does not provide detailed limitations beyond the mixed-methods design and the data sources described.
Key points
- Traditional marketing job offers in Poland declined significantly.
- Interest in AI tools increased in both Poland and the U.S. according to Google Trends.
- AI interest was especially strong for content creation and customer engagement.
- The authors say AI may improve efficiency and innovation.
- The study also notes challenges linked to job displacement and new skill needs.
Disclosure
- Research title:
- AI is reshaping marketing jobs and practices in Poland
- Authors:
- Iwona Lupa-Wójcik
- Institutions:
- Institute of National Economy
- Publication date:
- 2025-12-01
- OpenAlex record:
- View
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