Table 1:
Research methods applied to answer the research questions
| Research question | Research methods and tools |
|---|---|
| Q1 | Document analysis |
| Q2 | Google Trends statistics analysis |
| Q3 | Case study |
Table 2:
Number of job offers in the marketing industry
| Job Title | Number of Offers | YoY Change [%] | Number of Offers | YoY Change [%] | ||
|---|---|---|---|---|---|---|
| Dec 2022 | Dec 2023 | Feb 2023 | Feb 2024 | |||
| Marketing/Sales Director | 240 | 139 | −42 | 162 | 177 | 9 |
| Marketing Specialist | 720 | 452 | −37 | 757 | 680 | −10 |
| E-commerce Specialist | 166 | 120 | −28 | 179 | 156 | −13 |
| Graphic Designer | 443 | 222 | −50 | 501 | 391 | −22 |
| Total | 1569 | 933 | −41 | 1599 | 1404 | −12 |
[i] Source: (Marcinowska et al., grudzień 2023; Marcinowska et al., luty 2024)
Figure 1:
Interest in the phrase “AI tools” in the United States (blue chart) and Poland (red chart) from 01/06/2022 to 08/06/2024
Source: Google Trends.
Figure 2:
Interest in the phrase “AI marketing” in the United States (blue chart) and Poland (red chart) from 01/06/2022 to 08/06/2024
Source: Google Trends
Figure 3:
Interest in the phrase “ChatGPT” in the United States (blue chart) and Poland (red chart) from 01/06/2022 to 08/06/2024
Source: Google Trends
Figure 4:
An example of using ChatGPT to prepare a post on social media
Source: Own.
Figure 5:
Interest in the phrase “Copy AI” in the United States (blue chart) and Poland (red chart) from 01/06/2022 to 08/06/2024
Source: Google Trends
Figure 6:
Interest in the phrase “AI image generator” in the United States (blue chart) and Poland (red chart) from 01/06/2022 to 08/06/2024
Source: Google Trends
Figure 7:
Interest in the phrase “Midjourney AI” in the United States (blue chart) and Poland (red chart) from 01/06/2022 to 08/06/2024
Source: Google Trends
Figure 8:
An example of the use of the Midjourney tool by the Audi brand to create a new car model
Source: (Unveiling the Future…, 2024)
Figure 9:
Interest in the phrase “AI video generator” in the United States (blue chart) and Poland (red chart) from 01/06/2022 to 08/06/2024
Source: Google Trends
Figure 10.
View of reels generated using AI tools on the “Grzybiarka_sklep” Instagram profile
Source: (Grzybiarka_sklep, 2024)