@book{NataliaPeople,
author={ Gluza, Natalia and  Leszczyński,  Grzegorz and  Gaczek,  Piotr and  Ławrynowicz,  Maciej and  Rogala,  Anna},
title={People and algorithms: Working with AI in marketing}, 
publisher = {Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu},
address = {ul. Powstańców Wielkopolskich 16, p. 109, 61-895 Poznań, Poland},
abstract={People and Algorithms: Working with AI in Marketing
 Artificial
 Intelligence is no longer a distant technological trend in marketing. Used
 well, AI can boost marketing practice. Without an informed, critical approach
 to use, it can reproduce bias, generate misleading insights, weaken creativity,
 and create serious ethical, legal, and security risks.
 This handbook has
 been prepared to support your work with Artificial Intelligence in marketing in
 a thoughtful, creative, and responsible way. Its goal is not only to introduce
 AI tools and concepts, but also to help you develop the judgment required to use
 them effectively. 
 The handbook is
 primarily addressed to marketing students at the master’s level. It has been
 devel­oped by marketing departments from European universities who are
 witnessing how AI the trans­formation of the profession and deciding how
 marketing education should respond to this change. The chapters are designed to
 connect conceptual understanding with practical application, helping students
 prepare for marketing roles in which AI will be part of everyday work.
 This handbook is
 the result of collaboration between academics from Poznań University of Econom­ics
 and Business (Poland, project leader) and Corvinus University of Budapest
 (Hungary), University of Applied Sciences Upper Austria, Stockholm School of Economics (Sweden), Complutense Universi­ty of Madrid (Spain), Polytechnic University of Marche, Ancona (Italy), University of Zagreb, Faculty of Economicsand Business (Croatia), and University of Perpignan (France).
 This handbook has
 been supported by the Polish National Agency for Academic Exchange under the
 NAWA Strategic Partnership program, project BNI/PST/2023/1/00082 DIGIT: People and algorithms in organisations},
keywords={},
year={2026},
language={english},
url={https://www.wydawnictwo.ue.poznan.pl/book.html?isbn=978-83-8211-323-5 },
ISBN={978-83-8211-323-5},
type = {Edited Book}
, DOI= {10.18559/978-83-8211-323-5}}