Artificial Intelligence, Marketing Communication and the Gig Economy:

Intersections, Implications and Emerging Work Dynamics

Abstract

This article examines the convergence of artificial intelligence (AI), marketing communication, and gig economy labor dynamics, highlighting the importance of understanding how automation shapes contemporary labor markets. As a theoretical-empirical case study grounded in questionnaire data, the investigation aims to explore how AI-driven marketing platforms constitute and expand the infrastructure of digital labor markets. The methodology combines a quantitative approach, conducted through a survey of 73 marketing professionals and AI specialists in Poland, with a systematic theoretical review of algorithmic management and informality. The results reveal that, while AI is perceived as an essential tool for personalization and efficiency in brand communication, the same algorithmic infrastructures underpin mechanisms of control and precarity in the gig economy. The study concludes that technology operates as a dual mechanism, simultaneously serving as a vector of organizational efficiency and an apparatus of control over digital platform workers. The study contributes an unprecedented interdisciplinary perspective by connecting algorithmic marketing communication to data-mediated informal work.