Summary The role of digital technologies, especially the Internet of Things (IoT) and Artificial Intelligence (AI), increasingly become a key element of diverse interactions between brands and consumers. Homo Cyber Oeconomicus, one of the potential stages of ongoing consumer’s evolution, lives between processes of dehumanization of the surrounding world and humanization of digital technologies. While remaining in a constant contact with smart devices, systems and algorithms, they are looking for new values and meanings, which are a metaphor of their desires, fears and behaviors. As a result, the digital ecosystem, as an attempt to combine the humanism idea with technologization processes, poses new challenges to companies/brands, both concerning the quality of interactions with an increasingly digital consumer and tools used in that process. Chatbots can prove to be an interesting solution here, as their spectrum of potential areas of implementation in business systematically increases. The paper attempts to identify the influence of chatbots on marketing taking into account their role in Human–to–Machine interaction process. A part of these considerations is of the character of philosophical discourse on the role of that technology in human life, which is a starting point for the presentation of preliminary assumptions for a model of consumer-chatbot interaction (digital technology) in marketing activity of companies/brands.

This paper reports on the experiences of working with new digital tools along with the experience of new remote work. We explore the emotional experiences of working from home during the first three months of the COVID-19 pandemic and their implications. There were two groups of respondents participating in the study, those who had experience working remotely before the pandemic [digital natives] and those who started working remotely during the pandemic [digital immigrants]. The results show that emotional experiences while working from home do not differ depending on the profession, age, gender, length of experience and from previous remote work. This suggests that the digital natives had to deal with the same emotions as the digital immigrants. The study found that independent external changes determine the growth of competence in employees, in this particular case, to work remotely. Working in conditions that are difficult for everyone obliges employees to cooperate, even across company boundaries, and increases each other’s competencies. In such situations, the management is required to be emotionally involved and closer to the employee.

Wearables have become a natural element of human life, determining our way of perceiving, understanding and experiencing the world. Enriched with elements of artificial intelligence, they will change our habits and draw us into the digital dimension of the world - a space of uninterrupted interaction between people and technology. As a result, there are still new ideas for the effective use of AI wearables in the consumer space. The main aim of the article is to examine the determinants behind the acceptance of the AI wearables, with particular emphasis on the strength and nature of the relationship between the consumer and technology. The UTAUT2 model is used for this purpose. The article is a continuation of the previous reflections and analyses in this area; at the same time it constitutes an initial stage of research on the issues related to the adoption of AI wearables.

Summary Digital resolution is currently one of the most important forces determining changes and their dynamics in the social, cultural and economic dimension. Digital technologies such as the Internet of Things and Artificial Intelligence will, according to Gartner’s Hype Cycle for Emerging Technologies 2017, play an increasingly important role while creating a new quality of the market space. Yet, these are multidimensional issues whose potential should be considered both, from the perspective of enterprises that create and/or adapt such technologies in their production, logistics or sale processes as well as in consumer perspective taking into account a degree of awareness, interest and fascination of potential buyers, users with such devices and solutions. This is determined by dualism of approach to digital technologies (economic approach vs. humanistic approach) and evaluation of their potential benefits and threats. It seems, however, that virtualization of consumer behaviour as a consequence of impact of technologies such as the Internet of Things and Artificial Intelligence, can at the same time be a significant driving force of further processes of digitalization, its dimensions and dynamics. The article attempts to identify the impact of digital technologies (IoT and AI) on attitudes, preferences and decisions of consumers and presented discussion was based on the results of own studies in the analysed area.

SummaryThe evolution of hypermedia space and growing saturation of the market with mobile devices, an increasing role of Big Data, which allow for multidimensional analysis of data from offline and online markets, growing popularization of solutions of Market Intelligence supported by Cloud Computing technology as well as development of potential and opportunities of adapting the Artificial Intelligence (AI) and Internet of Things (IoT) in commerce cause that customers and their experience become a major point of activity of companies/brands. Shopping experience of a buyer is an effect of multiple and multidimensional contacts, often conducted simultaneously in many channels and in the real time. It forces an increasingly growing number of challenges that companies/brands are presented with if they want to optimize a space of customer journey and have to ensure continuity, coherence and complexity of experiences for their customers. Searching or creating these benefits that customers expect and their constant development becomes a prerequisite in this situation so that variety of positive experiences resulting in customer satisfaction and happiness could be guaranteed.The paper is an attempt to verify the essence of omnichannel commerce from the consumer’s perspective. The author discusses a problem of omnichannel model while taking into consideration some elements that can influence building and intensification of buyers’ experiences and behavior in various channels of commerce. The discussion is supported with the results of own studies in that area.