Faculty members of the Faculty of Economics and Business Administration at Sofia University "St. Kliment Ohridski" have published a scientific article in the international peer-reviewed journal Sensors & Transducers (Vol. 273, Issue 2, June 2026, pp. 70–78).

The article, entitled "Human-Centric AI in Industry 6.0: How Marketing Narratives Align with User Experience in Organizations," is authored by Professor Neviana Krasteva, Doctor of Economic Sciences, Professor Tsvetan Davidkov, Doctor of Sociological Sciences, and Chief Assistant Professor Aleksey Potebnya, PhD.

The study examines the interaction between marketing narratives surrounding artificial intelligence systems and the actual user experience associated with their use in organizational settings. The article builds upon the results presented at the ARCI 2026 International Conference by providing an expanded review of the current state of research and a replicable analytical approach to the assessment of human-centric artificial intelligence within the context of Industry 6.0.

The authors employ a comprehensive research methodology that combines a survey of users of artificial intelligence tools, semi-structured interviews, an analysis of open-ended responses, and a content analysis of marketing materials. The study investigates how different marketing narratives—including the positioning of artificial intelligence as a partner or an assistant, the use of anthropomorphic characteristics, promises of enhanced creativity, as well as messages related to trust, transparency, and ethics—influence users' expectations and their actual experience.

The findings indicate that, although organizations frequently emphasize partnership between humans and artificial intelligence and the enhancement of organizational efficiency, users' actual perceptions of these technologies depend primarily on transparent governance, the preservation of human autonomy, and the establishment of trust. The authors conclude that the concept of "harmony" in Industry 6.0 should be regarded as a governance and design challenge rather than merely an element of marketing communication.

The publication represents another internationally recognized achievement of the research activities conducted by the academic staff of the Faculty of Economics and Business Administration. It contributes to the international scholarly debate on human-centric artificial intelligence, digital transformation, and the future of organizations. The article has been published in Sensors & Transducers and is expected to be indexed in the international bibliographic database Scopus, thereby ensuring even broader international visibility of the research results.

Publication available at: https://sensorsportal.com/p_3407.html