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AI Summary of Peer-Reviewed Research

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AI is linked to fewer traditional marketing job offers in Poland

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Four professionals sitting around a white table with multiple open laptops and mobile devices, viewed from above, collaborating in what appears to be a modern workspace with green flooring visible in the background.
Research area:MarketingArtificial IntelligenceArtificial Intelligence Applications

What the study found

The study found that AI is changing marketing work in Poland. It reports a significant decline in traditional marketing job offers, along with growing interest in AI-driven tools.

Why the authors say this matters

The authors suggest the findings matter because AI may increase efficiency and innovation in marketing, while also creating challenges such as job displacement and the need for new skills in the marketing workforce.

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 USA and Poland, and examined case studies of AI applications in marketing.

What worked and what didn't

AI-driven tools appear to be gaining interest, especially for content creation and customer engagement. The study also reports a decline in traditional marketing job offers in Poland. At the same time, it notes challenges related 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 centered on that setting. The available summary does not describe detailed limitations beyond the scope of the data and case studies used.

Key points

  • The study reports a significant decline in traditional marketing job offers in Poland.
  • Interest in AI-driven tools is growing, especially for content creation and customer engagement.
  • The researchers compared job-market trends and Google Trends data for Poland and the USA.
  • Case studies were used to show specific AI applications in marketing.
  • The abstract says AI may improve efficiency and innovation but also raise job-displacement and skills concerns.

Disclosure

Research title:
AI is linked to fewer traditional marketing job offers in Poland
Authors:
Iwona Lupa-Wójcik
Institutions:
Institute of National Economy
Publication date:
2026-02-24
DOI:
10.2478/wrlae-2025-0011
OpenAlex record:
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AI provenance: This post was generated by gpt-5.4-mini (OpenAI). The original authors did not write or review this post.