{"id":23233,"date":"2025-07-01T17:51:02","date_gmt":"2025-07-01T15:51:02","guid":{"rendered":"https:\/\/insummit.pl\/2022-2025\/?page_id=23233"},"modified":"2025-09-30T20:04:42","modified_gmt":"2025-09-30T18:04:42","slug":"ai-sojusznik-czy-wrog-mediow","status":"publish","type":"page","link":"https:\/\/insummit.pl\/2022-2025\/program-insummit-2025\/ai-sojusznik-czy-wrog-mediow\/","title":{"rendered":"AI &#8211; sojusznik czy wr\u00f3g medi\u00f3w?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"23233\" class=\"elementor elementor-23233\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6aee662 elementor-section-full_width elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"6aee662\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1afe9a0\" data-id=\"1afe9a0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-e30a696 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e30a696\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c1c8baa\" data-id=\"c1c8baa\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2274559 giz_program_tytul elementor-widget elementor-widget-text-editor\" data-id=\"2274559\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tAI &#8211; sojusznik czy wr\u00f3g medi\u00f3w?\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ce57bfb giz_program_tagi elementor-widget elementor-widget-text-editor\" data-id=\"ce57bfb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tSztuczna Inteligencja Obawy wobec AI Dezinformacja Wdra\u017canie AI AI w mediach cyfrowych Wiarygodno\u015b\u0107medi\u00f3w Pragmatyzm Segmentacja Konsumpcjatre\u015bci Odpowiedzialno\u015b\u0107 BadaniaAIMI\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-998b7d7\" data-id=\"998b7d7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e961b7 elementor-widget elementor-widget-text-editor\" data-id=\"5e961b7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tNOWE MEDIA\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a7e7cf elementor-widget elementor-widget-text-editor\" data-id=\"1a7e7cf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span style=\"font-weight: 300;\">SESJA MODEROWANA<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2bc11b elementor-widget elementor-widget-text-editor\" data-id=\"e2bc11b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"giz_program_godzina\">15:55<\/span> WTOREK, 23 WRZE\u015aNIA\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-528a02e giz_zalogowany elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"528a02e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6b3ce64\" data-id=\"6b3ce64\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-25aabc3 elementor-widget elementor-widget-shortcode\" data-id=\"25aabc3\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-shortcode\"><div id='vdo'><strong>VdoCipher Error: Video ID not found<\/strong><\/div><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5e3b1f5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5e3b1f5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2a21321\" data-id=\"2a21321\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-9af9f48 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9af9f48\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-76f5d78\" data-id=\"76f5d78\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-82c529b elementor-widget elementor-widget-text-editor\" data-id=\"82c529b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tW naszym wyst\u0105pieniu skupimy si\u0119 na g\u0142\u00f3wnej obawie wobec AI, czyli dezinformacji. Jest to bariera, kt\u00f3r\u0105 zidentyfikowali\u015bmy w badaniu ilo\u015bciowym zrealizowanym pod koniec roku 2024, kluczowa dla wszystkich segment\u00f3w Polak\u00f3w ze wzgl\u0119du na podej\u015bcie do sztucznej inteligencji: od Entuzjast\u00f3w Wow, po Przestraszonych. \nPog\u0142\u0119bimy, czym jest dezinformacja w \u015bwiecie AI, czego tak naprawd\u0119 boj\u0105 si\u0119 ludzie, na ile to zjawisko faktycznie ich dotyka i jakie ma konsekwencje.\nWalka z dezinformacj\u0105 jest kluczowym wyzwaniem przede wszystkim w \u015bwiecie medi\u00f3w, kt\u00f3rych g\u0142\u00f3wnym filarem powinna by\u0107 rzetelno\u015b\u0107. W kontek\u015bcie b\u0142yskawicznego rozwoju AI, wiarygodno\u015b\u0107 medi\u00f3w staje si\u0119 jeszcze bardziej potrzebna. Jednocze\u015bnie, media musz\u0105 dostosowa\u0107 si\u0119 do dynamicznych zmian technologicznych, aby \u201enie wypa\u015b\u0107\u201d z rynku. Konieczne jest zatem pogodzenie obu potrzeb. \nOpowiemy, jak insighty z bada\u0144 pomog\u0142y marce Onet skutecznie wdra\u017ca\u0107 AI, adresowa\u0107 bariery, budowa\u0107 korzy\u015bci, \u201eoswaja\u0107\u201d sztuczn\u0105 inteligencj\u0119 w swoim biznesie, jednocze\u015bnie pozostaj\u0105c wiarygodnym medium.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-ddac294\" data-id=\"ddac294\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-458c443 elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"458c443\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img fetchpriority=\"high\" decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Krug_Barbara.jpg\" class=\"attachment-full size-full wp-image-17127\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Krug_Barbara.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Krug_Barbara-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Barbara Krug<\/span><p class=\"elementor-image-box-description\">Prezeska,<br>\n<strong>Zymetria<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9e81440 elementor-widget elementor-widget-text-editor\" data-id=\"9e81440\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tDoktor matematyki ze specjalizacj\u0105 statystyka matematyczna. Wsp\u00f3\u0142za\u0142o\u017cycielka i Prezeska  Zymetrii, kt\u00f3r\u0105 wraz z Edyt\u0105 Czarnot\u0105 i zespo\u0142em pasjonatek i pasjonat\u00f3w rozwija ju\u017c od 12 lat. Od ponad 25 lat zajmuje si\u0119 badaniami, wspiera firmy w r\u00f3znych bran\u017cach w rozwoju innowacji, komunikacji, tworzeniu strategii. Tw\u00f3rczyni autorskich  rozwi\u0105za\u0144 w badaniach, szczeg\u00f3lnie lubi wyciska\u0107 z danych insighty, kt\u00f3rych na oko nie wida\u0107.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-4e7c5f1\" data-id=\"4e7c5f1\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1e4891e elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"1e4891e\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2025\/07\/zoladek2.jpg\" class=\"attachment-full size-full wp-image-24346\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2025\/07\/zoladek2.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2025\/07\/zoladek2-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Weronika \u017bo\u0142\u0105dek<\/span><p class=\"elementor-image-box-description\">User Data &amp; Insight Project Manager<br>\n<strong>Ringier Axel Springer Polska\n<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-385c2ed elementor-widget elementor-widget-text-editor\" data-id=\"385c2ed\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tAbsolwentka psychologii na Uniwersytecie Warszawskim. Cho\u0107 pocz\u0105tkowo przekonana, \u017ce b\u0119dzie dzia\u0142a\u0107 w bran\u017cy reklamowej, przypadek sprawi\u0142, \u017ce odkry\u0142a badania. I posz\u0142o \u2013 ta relacja trwa ju\u017c ponad 15 lat. \nJako\u015bciowo-ilo\u015bciowe umiej\u0119tno\u015bci zdobywa\u0142a w agencjach badawczych i po stronie klienta. Ma do\u015bwiadczenie w badaniach segmentacyjnych, trackingowych, testach koncept\u00f3w i komunikacji, NPD, eksploracjach, ewaluacjach \u2013 gromadz\u0105c szerok\u0105 wiedz\u0119 na temat konsumenta, produkt\u00f3w i us\u0142ug. \nObecnie odpowiedzialna za badania marketingowe w Ringier Axel Springer Polska, gdzie wspiera m.in. strateg\u00f3w, brand manager\u00f3w, produktowc\u00f3w. Pozyskuje wiedz\u0119 o u\u017cytkownikach i insighty przek\u0142adaj\u0105ce si\u0119 na rozw\u00f3j istniej\u0105cych marek oraz tworzenie nowych rozwi\u0105za\u0144. \t\nZ oddaniem gra w Fortnite\u2019a i czyta mangi z gatunku slice of life.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>AI &#8211; sojusznik czy wr\u00f3g medi\u00f3w?Sztuczna Inteligencja Obawy wobec AI Dezinformacja Wdra\u017canie AI AI w mediach cyfrowych Wiarygodno\u015b\u0107medi\u00f3w Pragmatyzm Segmentacja Konsumpcjatre\u015bci Odpowiedzialno\u015b\u0107 BadaniaAIMINOWE MEDIASESJA MODEROWANA15:55 WTOREK, 23 WRZE\u015aNIAW naszym wyst\u0105pieniu skupimy si\u0119 na g\u0142\u00f3wnej obawie wobec AI, czyli dezinformacji. Jest to bariera, kt\u00f3r\u0105 zidentyfikowali\u015bmy w badaniu ilo\u015bciowym zrealizowanym pod koniec roku 2024, kluczowa dla wszystkich [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":23112,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"pmpro_default_level":"","site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"full-width-container","site-content-style":"unboxed","site-sidebar-style":"unboxed","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-23233","page","type-page","status-publish","hentry","pmpro-has-access"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"AI \u2013 sojusznik czy wr\u00f3g medi\u00f3w? 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