Czy sztuczna inteligencja może (już) zastąpić fotografię? Wykorzystanie obrazów w komunikowaniu marketingowym jednostek samorząd terytorialnego

Abstract

This article explores the issue of using AI-generated images in the marketing communication of Polish local government units. It presents selected sources for acquiring such images, methods for verifying their authenticity using available algorithms, and an assessment of how closely the resulting “photographs” reflect reality. The article also examines how employees of individual local government units – those responsible for shaping marketing communication – perceive this technology and how they have utilized AI in their activities.