Industry 5.0 highlights human-centricity, sustainability, and resilience. This article presents a novel Trust by Design framework applicable to collaborative intelligence systems within Industry 5.0, addressing the need for collaborative systems to be reliable by design, incorporating ethical principles such as transparency, accountability, fairness, and privacy throughout the entire system lifecycle. The framework is grounded in select ethical philosophies applied to practical design requirements for human-AI collaboration, identifying key ethical challenges that threaten to damage trust and restrict the adoption of collaborative systems. The authors employ a qualitative, literature-driven method, conceptual modeling, and scenario-based case study analysis, synthesizing best practices and ethical policies from the EU AI Act, GDPR, and more. Trust by Design suggests a structured set of principles and implementation measures to embed ethics into every phase of the system’s lifecycle. The applicability and suitability of the framework are demonstrated through representative real-world application scenarios across industries. The results indicate that trust in collaborative intelligence systems is not static but dynamic, context-dependent, and controlled by transparency, fairness, and user experience. The framework includes instruments and methods to measure ethical performance, including trust metrics, override rates, fairness indicators, and incident tracking.

Purpose: Digital marketing trends change time from time; therefore, Small and Medium-sized enterprises often face challenges while adopting digital marketing strategies. These challenges are caused by the richness and complexity of tactics to optimize growth, customer engagement, buyer behaviors, and business continuity. This paper focuses on the significance of adopting digital marketing strategies through the 6W Marketing Model for the continuity of Small and Medium Size Enterprises (SMEs). To achieve this goal, the nature of digital marketing strategies for SMEs, such as content marketing, social media marketing, and email marketing, were analyzed. Study design/methodology/approach: A thematic literature review was conducted to explore the significance of digital marketing strategies for the continuity of SMEs. We synthesized the available literature that interconnects digital marketing developments with SMEs. The data was obtained through mixed, quantitative, and qualitative methods. Findings: The findings underlined the need and significance of digital marketing awareness for business continuity. Consequently, respondents recognized the role of the 6W marketing model to assist in making informed decisions on which type of digital marketing strategies to employ. Besides, this study ignores and does not consider specifics of the algorithms which give a content ranking. It is imperative to understand the role of these algorithms, how they work and how to deal with them to get the most out of the campaigns. Low-quality or relevancy scores will affect the campaign and bring lower results. Originality/value: This paper brings together the challenges and complexity of utilizing digital marketing strategies for SMEs' business continuity. Marketers always search for the best elements for strategic campaigns. Hence, based on the research, the 6W marketing model is proposed to understand better the impact of each digital marketing strategy on business continuity. Besides, the model presents a guide to strategically allocating financial and human resources.

Purpose: While organisations struggle to improve efficiency and productivity, the interaction between AI, organisational behaviour, and communication dynamics tends to be complex in the rapidly evolving modern workplace. Moreover, understanding the implications of this intersection is necessary to encourage a balanced and effective workplace. Hence, employing AI technologies in organisational structures introduces challenges such as workforce adaptation, psychological impact, and communication patterns. This research explored how AI influences organisational behaviour and communication dynamics in the modern workplace. Study design/methodology/approach: This study used a mixed method to explore organisational behaviour and communication dynamics across diverse industries comprehensively. This questionnaire aimed to gather respondents’ experiences, focusing on organisational behaviour and communication dynamics. Furthermore, in-depth interviews were conducted with key stakeholders (n = 13) to obtain additional insights into goodness and trustworthiness. These interviews offered more depth and richness, providing insights into organisational settings. This mixed methodology ensured a complex understanding of the research problem, leveraging quantitative and qualitative data to enhance the analysis. Findings: The research findings revealed the pathways to how AI influences organisational behaviour and communication dynamics. Initial analysis of survey data and interviews offered insights into employee perceptions, identifying potential challenges and opportunities. One major trait emerging from data analysis is employees’ unstable levels of apprehension and enthusiasm regarding AI integration. While many view it as a mechanism for efficiency, productivity, and innovation, others indicate distress about job shifts and loss of autonomy. Understanding and adopting these opposing insights are fundamental for encouraging a positive organisational ecosystem for AI readiness and adoption. Originality/value: By examining the impact of AI on employees’ attitudes, collaboration, and communication patterns, this research contributes viable insights for organisations navigating the integration of AI into their structures.

SMEs often face challenges in optimizing their marketing strategies to achieve measurable and sustainable effectiveness in resource-constrained business environments. There is a limited knowledge how integrating the Design Thinking philosophy into AI-driven marketing strategies can generate resilient marketing results for SMEs. The purpose of this research is to explore how integrating DT philosophy can improve and sustain the effectiveness of AI-driven marketing campaigns for SMEs. The author used a qualitatively driven mixed-data case study approach to develop a comprehensive understanding integrating AI-driven marketing and DT. Data were collected through interviews, performance metrics analysis, and document review within three SMEs. The results revealed that incorporating the DT philosophy into AI-driven marketing strategies is associated with marketing effectiveness for SMEs. Additionally, SMEs adopting this integration achieve greater customer engagement and interaction. The combination of DT and AI-driven marketing observed higher improvements than traditional approaches. These results are challenged due to the potential risk of bias, and the qualitative nature may present challenges in convincing readers accustomed to definitive and statistical results.