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Keywords: Artificial intelligence (AI)
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Journal Articles
Journal:
Central European Management Journal
Central European Management Journal 1–26.
Published: 17 July 2026
...Barbara Mróz-Gorgoń; Agnieszka Małecka; Marcin Czugan; Gregor Pfajfar Purpose This research examines the impact of Artificial Intelligence (AI) on marketing communications strategies and processes, a gap within the empirical knowledge. Design/methodology/approach Using a multi-case study...
Includes: Supplementary data
