AI in the development of digital giants MAAMA and global changes

Jacek Kwiatkowski; Łukasz Kryśkiewicz

doi:10.31648/aspal.11025

Published: 2026-04-30

Vol. 25 No. 1 (2026)

AI in the development of digital giants MAAMA and global changes

Jacek Kwiatkowski

, Łukasz Kryśkiewicz

Acta Scientiarum Polonorum Administratio Locorum

Section: Articles

https://doi.org/10.31648/aspal.11025

Abstract

Motives: In the following article, the authors address the dynamic growth of the large digital giants. It is important to remember that the modern corporate landscape is changing rapidly. New superpowers corporations such as Nvidia (producing semiconductors necessary for the development of technologies based on artificial intelligence) and Open AI (creator of the revolutionary Chat GPT) have emerged. Some commentators and analysts also add Microsoft and Netflix to the list of the largest or most influential corporations. And so, instead of the recent acronym GAFA (Google, Amazon, Facebook, Apple), we now have another acronym, MAAMA (Microsoft, Alphabet [erlier Google], Amazon, Meta [erlier Facebook], Apple). These transformations in recent years have been accompanied by the rapid development of artificial intelligence. The growing role of AI is embedded in the development of contemporary information flows. Streaming is also a sign of the times, so Netflix can be considered one of the leading players in the global technology market (and, as we know, the platform run by Amazon – Amazon Prime Video, for example, also operates in the streaming services sector). The authors’ attention is focused on the question of the combination of MAAMA’s monopoly position and their access to metadata, used for rapidly developing machine learning techniques. This phenomenon is accompanied by significant social changes. In part, they are reflected in the worsening demographic problems of recent years.
Aim: The main purpose of the research is to show the rapidly changing spectrum of functioning in global markets, digital giants MAAMA. Another aim of the paper is to present the potential risks and dangers of MAAMA’s solidifying monopolistic position in the world.
Results: The novelty of this paper lies in the analysis of two-speed processes in a changing geopolitical and global dimension – namely, the growing data processing capabilities in the digital world and the projected economic slowdown in the real world and traditional economic sectors in the coming years.

Keywords:

MAAMA-Group, socio-cultural changes, artificial intelligence, machine learning

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Kwiatkowski, J., & Kryśkiewicz, Łukasz. (2026). AI in the development of digital giants MAAMA and global changes. Acta Scientiarum Polonorum Administratio Locorum, 25(1), 107–130. https://doi.org/10.31648/aspal.11025

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