The Use of Artificial Intelligence in the Process of Marketing Management in Small and Medium-Sized Enterprises
Purpose: The primary objective of this study was to determine how the use of artificial intelligence tools affects the efficiency of marketing management in small and medium-sized enterprises (SMEs) in Poland, based on original research. To achieve this objective, the study identified the marketing areas where artificial intelligence (AI) is most frequently employed, assessed entrepreneurs' awareness and knowledge regarding AI, analyzed the benefits, barriers, and limitations associated with its implementation, evaluated the impact of AI usage on operational efficiency, and outlined prospects for future development. Design/Methodology/Approach: This study employs a survey-based research method using a questionnaire. The questionnaire was designed to gather information on the extent to which enterprises use artificial intelligence tools in their marketing activities, the assessment of their effectiveness, the marketing areas supported by AI technologies, and the barriers and challenges associated with implementing these solutions in practice. Findings: The results clearly indicate that AI is no longer merely an experimental technology but has become one of the most common optimization tools. High levels of awareness and implementation of AI tools within enterprises were also observed. SME managers view AI as a key element in building a competitive advantage, enabling them to bridge the resource gap vis-à-vis large corporations. The dominant model of AI adoption is task automation. The popularity of using AI for content creation, managing marketing campaigns, and data analysis suggests that the technology is viewed primarily as a tool for automating tasks. The main benefit for organizations is not a direct reduction in financial costs—in this regard, the gains for the enterprise are usually negligible or minor. However, the radical optimization of working time is the primary driver behind the popularity of AI tools. Current trends in how these tools are implemented within enterprises suggest that the approach to human resource utilization may undergo a significant shift in the coming years, with a growing trend of moving personnel away from routine tasks toward conceptual or strategic activities. Practical Implications: Leveraging AI in marketing management within SMEs significantly boosts effectiveness and improves overall business performance. However, success in this area will increasingly depend not merely on the technology itself, but on the organization's ability to adapt and educate itself in order to avoid falling behind in the digital landscape. Originality/Value: The study provides significant findings regarding the variables influencing the future development and application of artificial intelligence in the market and marketing activities of small and medium-sized enterprises in Poland.