The rapid expansion of artificial intelligence tools in academic writing has confronted research in the humanities and marketing with an escalating challenge one that arises not merely at the level of technology, but at the deeper levels of meaning, identity, and the authenticity of knowledge production. Large language models, with their ability to generate text that appears coherent, polished, and error-free, have created an environment in which speed increasingly outweighs depth, and polished form is mistaken for substantive content. The consequence is a growing inflation of content accompanied by a gradual erosion of genuine scholarly thought. Writing traditionally the outcome of intellectual struggle, lived experience, and reflective engagement is slowly being transformed into a mechanical activity that can be delegated to automated tools.
This editorial critically examines this emerging trend and highlights that the current crisis does not stem solely from the misuse of technology, but from a subtle yet fundamental transformation in the logic of scientific production. In such a landscape, a return to authentic scholarship requires a redefinition of the human role in the cycle of meaning-making. The recommendations presented here encompass four complementary levels: the researcher’s individual responsibility to preserve creativity and scientific integrity; the necessity for universities to establish clear standards for ethical use of AI; the urgent need for journals to revise their review and publication policies; and the importance of designing national-level regulatory frameworks to guide the future of academic inquiry. The overarching message is clear: artificial intelligence can strengthen scientific work, but only if the human mind remains at the center of thinking, interpreting, and creating meaning.