Michał Grzebyk
Co-founder of Brand Semantics. Involved in marketing since 2009. Trainer. Strategist. Explorer of new areas of marketing and communication. Combines knowledge from various fields and translates it into business solutions for clients. He is intrigued by words. Consequently, he is also interested in people and their culture.
- marketing
- semantics
- SEO
- strategic planning
- LLMO
- public relations
- creative writing
- communication
Articles by Michał Grzebyk
ChatGPT knows what you are looking for. Could it also know what you can afford? (opens in a new window)
ChatGPT is bringing product discovery, virtual try-on and ads into one environment, while users in the US can also connect personal finance data. Could these features make shopping more personal, and what do we know about how their data may connect?
Microsoft is consulting on AI rules. What Humanist AI promises, and what it still has to prove (opens in a new window)
Microsoft is asking the public to shape the rules for its future MAI models. Its Humanist AI Code of Conduct sets out ambitious principles, but its value will depend on whether those principles become testable behaviour, transparent evaluation and real accountability.
Entity Mapping Lacks Direction (opens in a new window)
Entity mapping organises products, audiences, issues, and sources, yet it fails to address which relationships are strategically most important for the brand. Why does a brand need not only a map but also a clearly defined direction?
Past events — led by Michał Grzebyk
Szkolenie
Szkolenie dla hoteli, resortów, obiektów SPA i niewielkich sieci hotelowych
Co zrobić, żeby wygrywać rekomendacje AI w hotelarstwie?
15 października 2026 · Warszawa
Jednodniowe warsztaty dla hoteli, resortów i SPA o tym, jak sprawdzać, przy jakich typach pobytu AI poleca Twój obiekt, kiedy wybiera konkurencję i co zrobić, żeby lepiej wykorzystywało przewagi ważne dla gościa i rezerwacji.
Szkolenie
Szkolenie dla branży budowlanej
Jak sprawić, żeby AI właściwie prezentowało i polecało Twoją ofertę?
13 października 2026 · Warszawa
To szkolenie dla firm z branży budowlanej. Sprawdzisz, jak AI rozumie i rekomenduje Twoją ofertę, jej parametry i przewagi oraz co zrobić, gdy w pytaniach inwestorów, architektów, projektantów, wykonawców czy dystrybutorów częściej wskazuje konkurencję.
Training
Training for brands in the children's industry
How AI 'understands' your brand and what you can do about it?
5 October 2026 · Warszawa
A one-day practical training where you will check how AI understands and recommends your brand, and then build a plan for changes. You will work on your own brand and real customer questions to increase its chances of being present in purchasing situations and to limit competitive advantage.
Webinar
free webinar for hotels, spas and leisure facilities
Spa, family getaway or corporate trip? In what situations does AI recommend your facility?
1 October 2026
How to check what needs and types of stays generative AI associates with your facility, when it overlooks it, and why the competition may receive stronger recommendations
Webinar
free webinar for the industries: window joinery and construction systems
You have a better product, but AI recommends the competition. Why?
29 September 2026
How can you check which arguments GenAI attributes to your brand? What advantages does it overlook and why might the competition receive stronger recommendations?
Webinar
free webinar for the children's industry
Parent asks AI. Who wins: your brand or the competition?
17 September 2026
A parent looking for a product for their child today asks AI — and receives specific brands along with justification. If AI omits your brand, reduces it to price, or presents it in an inappropriate context, you lose sales opportunities before the customer even reaches your website.