Török Balázs, a digital marketing and artificial intelligence expert, published Ki alakít kit? – Emberek maradunk-e az AI-korszakban? on September 30. The book explores how AI is changing our thinking, the way we work, our interpersonal relationships and, ultimately, what it means to be human.
Topics covered
The author offers a broad examination of AI’s social effects: transformations in the labour market, shifts in education and learning, and the influence on everyday decisions and human connections. The book discusses which jobs may change, which skills may grow in value, and how people can prepare for a future in which machines take on an increasing share of cognitive tasks.
It also addresses how these changes might shape children’s development and social habits: how young people can learn independent thinking in an environment where many answers are instantly available, and what creativity, knowledge and friendship might mean for them in a world with growing AI presence.
Author’s research and focal points
A notable feature of the book is that it presents results from the author’s own AI-usage surveys carried out in 2025 and 2026, which involved more than 1,000 respondents. These studies focus on areas such as gender differences in AI use, trust in the technology, workplace application, and access to AI-related opportunities.
The findings help identify where disparities and inequalities appear in AI adoption, while the book goes beyond purely measurable economic impacts.
Human and social dimensions
Török discusses questions that are harder to quantify but socially significant, including loneliness. While AI may create new ways to connect, the book considers whether some people will increasingly turn to machines for emotional support, validation or companionship — and whether certain uses of AI may deepen existing problems of social isolation.
Other questions include which tasks we should delegate to machines and which decisions we should keep, and how AI affects creativity, critical thinking and autonomy.
Not a practical prompt manual — a reflection on relationship and choice
Unlike practical guides that teach tool-specific techniques and prompts, Ki alakít kit? steps back to encourage readers to examine their relationship with AI. The book does not provide ready-made, copy-paste prompts; instead, it poses reflective questions and offers a framework to make more conscious decisions about everyday AI use.
Audience and further orientation
The book is aimed at a wide readership: it can be useful not only to AI professionals but also to parents, educators, employees and leaders. Drawing on numerous scientific and professional sources and employing a science-communication approach, Török presents the technological, economic, psychological and social dimensions of AI in an accessible way. The volume serves as an entry point for newcomers to the topic while also offering new perspectives and directions for readers already familiar with the subject.
About the author
Török Balázs is a digital marketing and AI expert, consultant and educator. He previously served as marketing lead at several Hungarian technology and media companies and currently supports the digital development of businesses and professionals. His work, including the 2025–2026 AI-usage research, informs his talks and the analyses presented in the book.
