In 2025, media coverage about artificial intelligence replacing certain professions has largely faded. It has been replaced by articles focusing on the skills needed to work with AI and the new professions emerging around it. One particularly compelling topic for the media is how much experts in this field can earn.
According to a report by the Institute of Media Monitoring (Instytut Monitorowania Mediów, IMM), while media outlets in 2024 focused primarily on the potential of artificial intelligence, in 2025 they began reporting extensively on the recruitment of AI specialists. This shift reflects the rapid development of the technology and its growing importance for the labor market.
“We are witnessing a fascinating shift in how the labor market is portrayed in the media. Increasingly, we are talking about professions related to AI that support and operate artificial intelligence, rather than about the threats AI poses to employment,” said Monika Ezman, Member of the Management Board of the Institute of Media Monitoring, in a statement to Newseria news agency.
The IMM report shows that media interest in AI-related professions increased by 51% year-on-year. On average, a person in Poland aged 15 and over encountered mentions of such professions twice during the year. The most frequently cited occupation in the media was “AI expert.” In 2025, nearly 2,400 media mentions referred to this profession. AI specialists were mentioned more than 1,700 times.
“Only further down the list do we find more specialized roles, such as prompt engineers or AI engineers. Interestingly, we are also seeing positions such as AI ethics experts and AI security specialists. This demonstrates that humanities and social competencies will also play an important role in this industry,” Ezman noted. “People with strong soft skills have increasing potential in the labor market, as they can help implement AI technology within organizations and communicate it effectively to employees.”
She emphasized that media coverage increasingly highlights the need not only for IT professionals, engineers, and technical specialists, but also for AI “translators” — professionals capable of bridging the gap between AI capabilities and business needs. Employers have begun actively seeking individuals who can combine the potential of AI with the requirements of various business functions.
“The demand for such professionals continues to grow and, in my opinion, will keep increasing, because this is only the beginning of our everyday reality with AI. AI is no longer a standalone profession — it is becoming a horizontal competence that will be present in virtually every job and every industry,” said Monika Ezman.
In media narratives, artificial intelligence appears in the context of sectors such as medicine, logistics, and even agriculture, becoming an everyday tool in the hands of domain experts.
The most emotionally charged aspect of media publications about AI and the labor market concerns recruitment and salaries. Every thirteenth article on the subject mentioned remuneration directly in the headline.
“Recruitment in AI-related professions naturally generates strong interest, as media reports highlight the substantial earnings available in roles related to AI operations and generative content. Salaries range from PLN 30,000 to 45,000 per month, prompting many people to consider reskilling, upgrading their qualifications, and developing new competencies in this area,” the expert explained.
The growing importance of AI competencies is also reflected in job postings on recruitment platforms. Mentions of AI tools and artificial intelligence skills have appeared in job offers across dozens of industries. This signals to candidates that employers now expect “AI-ready employees.” IMM analysts observe that “AI competencies” in job ads are gradually becoming equivalent to “computer literacy,” which years ago was listed as a mandatory requirement but has since become so obvious that it is rarely mentioned.
Media publications highlight three main areas related to AI implementation. The first concerns key risks, such as corporate data leaks, shadow AI (unauthorized use of AI tools), hallucinations, and accountability for decisions made based on AI-generated outputs. The second area focuses on what organizations need to successfully implement AI tools, including clear AI usage policies, verification of AI-generated results, and employee training. The third area relates to the new professions required to manage and support AI integration.
“Trend analysis on social media platforms, particularly LinkedIn, indicates a rapid rise in the popularity of a new role — AI trainer. Although these professionals use different titles, their common denominator is monetizing knowledge of AI technology through workshops, webinars, and courses,” the IMM report states.
The report was presented on February 13 during the debate “Poland 2026. Horizon of Change,” organized by the European Parliament, the European Commission, and the Newseria news agency.
