Artificial intelligence in business today means three things at once: new tools for work, a new place where customers look for information, and new regulations. We have gathered 45 practical Commplace® articles on AI in one place, divided into seven sections, so that you can quickly find the answer to your question.
In 60 seconds a map of the whole topic
- What you will find here: 45 articles in seven sections, from AI Mode in Google to AI in manufacturing.
- Who it is for: for management boards, marketing, PR, HR and sales teams in Polish companies.
- How to read it: choose a section or start with the table of paths by role.
- Knowledge status: facts and regulations current as of September 2026, with sources.
How to use this guide
This guide organises 45 of our articles on artificial intelligence into seven sections. You do not have to read everything. Choose the section that answers your question today, and the links in each article will guide you further.
Every article opens with a short “In 60 seconds” box, so within a minute you can check whether it is the right text for you. We give figures with their source and date, because in this field many things change every few months. We update the guide together with the articles.
| If you are… | Start with | Then read |
|---|---|---|
| an owner or board member | The AI Act in Poland | a 90-day implementation plan |
| a marketing director | AI Mode in Google | positioning in ChatGPT |
| in PR and communications | PR AI | AI and a crisis in the first hour |
| an HR manager | AI in HR and recruitment | AI training for your team |
| a head of sales | CRM with AI | chatbots in customer service |
Visibility in Google and in AI model answers
More and more searches end with an AI answer before anyone clicks a link. These articles explain how this new “first page of results” works and what a company can do to be on it. If you would rather leave it to specialists, see how we work on AI search visibility.
- AI Mode in Google: how to turn it on, how to turn it off and what it changes for businesses. How Google’s new AI answer tab works and what it means for traffic to your website.
- SEO, GEO and AEO: how they differ and where to start in 2026. Three acronyms worth telling apart before you pay someone for “AI positioning”.
- llms.txt: what it is, whether it works and whether it is worth having. A small file surrounded by many myths; what it really delivers and how much work it takes.
- AI visibility audit: how to check your brand’s visibility in ChatGPT and other models. How to check what ChatGPT, Gemini and Google are saying about your brand today.
- AI SEO and AI positioning: how artificial intelligence is changing search engine optimisation and what stays the same. What has changed in search engine optimisation, and what still works the same way as five years ago.
- ChatGPT optimisation: how to get the model to recommend your company. Where ChatGPT gets its sources from and which actions genuinely increase the chance of being recommended.
- AI agency or GEO agency: how to choose? 15 questions and 7 warning signs. Fifteen questions to ask before signing a contract, and signs that you should walk away.
PR and communication in the age of AI
Language models learn about companies mainly from what others write about them. That is why public relations is back in the game with renewed force (we covered the basics in our article on how external PR shapes a company’s image), while at the same time new threats are emerging that did not exist ten years ago.
- PR AI: why media coverage determines what ChatGPT says about your company. Why what the media write about you carries more weight for models than what you write yourself.
- Press releases in the age of AI: what 1,796 releases teach us and how to write so that media and models cite them. Conclusions from an analysis of 1,796 press releases and a recipe for a text a journalist will pick up.
- AI and crisis communication: deepfakes, false information and the first-hour response. A plan for the first hour when a fake recording or made-up information is circulating online.
- AI media monitoring: how to choose a tool and what not to leave to the algorithm. What an algorithm can do, and what is best not handed over to it, when monitoring a brand.
- Deepfake: what it is, how to recognise it and what to do when it concerns your company. How to recognise a faked voice or video and how to respond when it concerns your company.
AI law, risk and ethics
AI regulations are coming into force in stages until 2028, and some obligations already apply. Here you will find the timetable, practical explanations and the risks that management boards ask about.
- The AI Act in Poland: what it is, when it applies and who it affects — a guide for marketing and PR. The timetable of EU AI rules after the 2026 changes, and the obligations that affect companies.
- Labelling AI content from 2 August 2026: what PR and marketing need to do. When a graphic, video or text must be labelled as generated, and what exempts you from this.
- AI hallucinations: why ChatGPT makes things up and how to protect your business. Why a model can state falsehoods with confidence and how to protect your company against it.
- Artificial intelligence: AI risks and ethics in business — what the real threats are and how to protect yourself. Real risks (data leaks, copyright, discrimination) and simple rules that limit them.
AI implementation, tools and team skills
Most companies do not need a big project — just a sensible plan, a few well-chosen tools and a team that knows how to use them.
- Implementing AI in your company: a 90-day plan for marketing and PR, costs and risks. A 90-day plan that helps you avoid paying for several subscriptions nobody uses.
- AI software house or AI agency: who to choose to implement artificial intelligence. When you need developers, and when you need someone to change the way your team works.
- AI training for businesses: what good AI training should include and how to choose it. How to choose training for your team and what the EU regulation says about training.
- AI course with a certificate: which to choose and what the certificate is really worth. Which certificates carry weight on the job market and which are just a nice PDF.
- Postgraduate AI studies: how to choose an artificial intelligence programme for business, HR and marketing. Prices, programmes and co-funding from the KFS (Poland’s National Training Fund) for those who want to go deeper.
- Excel AI: how to use artificial intelligence in Excel — Copilot, ChatGPT and Claude in 2026. What Copilot, ChatGPT and Claude can do in a spreadsheet, and where a costly mistake is easy to make.
- Copilot for business: price, Business and Enterprise plans and rolling out Microsoft 365 Copilot step by step. How much Copilot in Microsoft 365 costs, how the plans differ and how to implement it sensibly.
- ChatGPT vs Gemini vs Copilot: which to choose for your business — comparison and prices in 2026. A comparison of the three most popular assistants in terms of price, data and everyday work.
- The best AI tools for business in 2026: an overview by task, not by ranking. An overview of tools by task, because model rankings rarely answer the question “what should I buy?”.
AI agents and automation
An AI agent is a program that carries out the successive steps of a task by itself. It sounds futuristic, but the first sensible implementations start with simple, repetitive activities.
- AI agent: what it is, how much it costs and how it works in marketing and PR. How an agent differs from an ordinary chat and where in marketing it saves real time.
- AI agents and agentic AI: what AI agents are and how they differ from an assistant and a chatbot. What lies behind the buzzword “agentic AI” and when a company really needs it.
- How to create an AI agent: step by step, tools and costs for businesses. Six steps to your first agent and a comparison of the tools you can build it with.
- AI automation in business: where to start, how n8n works and the AI agent in n8n. Where to start with automation and what working in n8n looks like without programming skills.
- RAG AI: how artificial intelligence works on company knowledge and when it pays off. How to make a model answer on the basis of company documents rather than from memory.
- AI assistant in business: what it can do, what it costs and how to build it on your company’s knowledge. Three types of AI assistants, their costs and a step-by-step implementation plan.
AI in marketing, advertising and content
AI speeds up writing, graphics, translation and advertising. These articles show how to use it so that the audience sees quality, not a machine.
- AI copywriting and content marketing with AI: a process that doesn’t compromise quality. A process for writing with AI in which quality does not drop and texts do not sound machine-made.
- AI graphics and AI logos for business: when a generator is enough and when you need branding. When an image generator is enough, and when it exposes the company to a trademark dispute.
- AI advertising: how to create ads with artificial intelligence, when to label them and what big brands’ blunders teach us. What high-profile campaigns created with AI teach us, and which production stages are worth entrusting to it.
- ChatGPT Ads: how ads in ChatGPT work, what they cost and whether they are worth testing. How paid advertising in ChatGPT works in Poland and who it can pay off for today.
- Prompt engineering in marketing: how to write prompts for ChatGPT and Gemini, with examples and pitfalls. How to write prompts that make the model return a text that needs editing, not binning.
- AI presentations: how to make a good presentation with the help of artificial intelligence and which tool to choose. A comparison of presentation tools and a recipe for slides that do not look like a template.
- AI translation in business: DeepL, ChatGPT or Gemini — which to choose and what not to leave to the machine. Which texts can safely be machine-translated and which must be reviewed by a human.
- AI influencer: what a virtual influencer is, what it costs and when it makes sense for a brand. Virtual brand ambassadors: costs, labelling obligations and reputational risks.
AI in sales and business departments
Beyond marketing, AI is making its way into sales, customer service, HR, finance and manufacturing. Each of these areas has its own benefits and its own legal pitfalls.
- AI CRM: what it really does for B2B sales and how to implement it. What AI in a CRM gives B2B salespeople and how to check the effect before you sign an annual contract.
- AI in e-commerce: how an online shop can make money from artificial intelligence and what to watch out for. Where AI makes money in an online shop and how to prepare your offer for shopping in ChatGPT.
- Artificial intelligence in customer service: AI chatbots that help rather than drive customers away. A chatbot that helps instead of irritating, and the AI Act obligations when talking to customers.
- AI in HR and recruitment: what works, what is prohibited and what comes in 2027. Where AI helps recruiters, what the regulations prohibit and what will change in December 2027.
- AI in company finance: accounting, financial analysis and a ChatGPT invoice without errors. What in accounting and financial analysis can be handed over to a model, and what is better not.
- Artificial intelligence in manufacturing and ERP systems: where it delivers, what it costs and how to start. Where AI in the factory and in the ERP system delivers results you can see in the numbers.
Where to start in your company
If you are just starting out, do not buy tools straight away. These four steps will take a few weeks and give you a basis for every subsequent decision.
- STEP 01Check what the models say about you
Ask ChatGPT, Gemini and AI Mode in Google a dozen or so questions your customers ask. Record the answers with the date.
- STEP 02Name one task to improve
Choose a repetitive activity that eats up your team’s time, for example a media report or replies to typical customer questions.
- STEP 03Set rules for using AI
A short set of instructions: what data we do not paste into tools, who checks texts before publication, when we label content.
- STEP 04Measure the effect after three months
Compare the result with the period before the change and with an area you did not touch. Only then do you know whether it works.
The five mistakes we see most often at the start
A subscription without a named task ends with nobody using it after three months. Task first, then tool.
Customer data, contracts and financial results should not go into tools without a data processing agreement and privacy settings. A leak is hard to reverse afterwards.
A model can state falsehoods with confidence. Every text containing figures, names and quotes must be read by a human.
Model answers depend heavily on what others write about the company. Optimising your own website alone will not solve this.
Without a record of how things were before the change, you cannot tell the effect of your work apart from the season or from changes in Google itself.
The questions we hear most often about AI in business
Where should a small company start with implementing AI?
With one repetitive task that takes up most of the team’s time, and with short rules for using the tools. We describe a step-by-step plan in our article on a 90-day AI implementation.
Does a company have to train its employees in AI?
The EU regulation requires companies to support the development of the skills of people who use AI systems. A certificate is not required. Details are in our articles on the AI Act and on training.
Does content prepared with the help of AI have to be labelled?
It depends on the type of content and on whether it has undergone editorial control. The obligations under Article 50 of the AI Act have applied since 2 August 2026; we explain them in our article on labelling AI content.
How can I check what ChatGPT says about my company?
Prepare 15–20 questions your customers ask, put them to ChatGPT, Gemini and Google’s AI Mode, and record the results with the date. Repeat this every month with the same questions.
Does Google penalise content written with the help of AI?
Google assesses how useful content is, not how it was created. The problem is mass-produced texts without value. A text with substance, sources and a named author has the same chances as any other.
How often do you update this guide?
Together with the articles, whenever regulations, tool prices or the way search engines work change. We give a date with every figure so that you know when it was current.
Sources
- SOURCEEuropean Commission: regulatory framework for AI (AI Act) · accessed 25 September 2026
- SOURCEGoogle Search Central: AI-generated content · 8 February 2023
- SOURCECommplace’s own measurement: blog keywords with an AI answer (Ahrefs, Poland) · 21 September 2026
Read next
We start with a diagnosis: what already works, where AI will deliver results and which risks need to be addressed. The first conversation is free of charge.
Sebastian Kopiej, CEO of Commplace®. In public relations since 1996. Written with the help of AI tools and editorially verified by the author. Data current as of 24 September 2026.