ABSTRACT
The development of information and communication technologies causes a number of consequences observed both on the macro and micro scale. This is reflected in the development of the information society, the network society as well as the digital economy. The multifunctionality and application potential of new information and communication technologies make them applicable in many areas of enterprise management. This also concerns personal marketing, which in the era of the development of digital media gains new opportunities and tools for implementing the assumptions of this concept. The purpose of the chapter is to present the premises, determinants, and possibilities of using innovative technologies in the area of personal marketing. The findings resulting from the conducted research indicate that the use of the internet and artificial intelligence in personal marketing requires considering several conditions, including psychological as well as sociocultural ones related to the observed generational changes. At the same time, it should be noted that the coronavirus pandemic accelerated the processes of the virtualization of work and resulted in new challenges for personal marketing in terms of creating hybrid work solutions that will be adequate for the post-pandemic reality.