The article aims to show the role (benefits and challenges) of AI-powered digital marketing tools for marketers in the age of digital transformation. The considerations were related to the Polish market and a case study of LPP, a Polish clothing retailer. The starting point for this study was the analysis of the literature on the concept of artificial intelligence (AI) with reference to digital marketing. In the next steps, the...

Wide access to large volumes of urban big data and artificial intelligence (AI)-based tools allow performing new analyses that were previously impossible due to the lack of data or their high aggregation. This paper aims to assess the possibilities of the use of urban big data analytics based on AI-related tools to support the design and planning of cities. To this end, the author introduces a conceptual framework to assess the...

The aim of the article is to show the role played by AI-powered tools in measuring the effectiveness of digital communication in social media using a university case study. Therefore, a research problem was formulated to identify the metrics (KPIs) used to measure the effectiveness – non-financial outcomes – of digital social media communication at the university using AI tools. The literature review on the role of AI in digital...

Purpose. The study aims to demonstrate the importance of artificial intelligence (AI) and examples of tools based on it in the process of enhancing (building, measuring, and managing) customer engagement (CE) in social media in the higher education industry. CE is one of the current essential non-financial indicators of company performance in Digital Marketing strategy. The article presents a decision support system (DSS) based...

The rapid advancement of artificial intelligence (AI) technologies has introduced new possibilities and challenges in design education. This article explores the need for changes and adaptations in the teaching process of design as AI-related technologies, based on image generation, transform the creative process and offer novel opportunities. In a research-by-design studio in an architectural faculty in Poland, students who utilised...