Artificial intelligence in media communications and creative professions: threats and opportunities

The article is devoted to the study of the influence of artificial intelligence (AI) on modern journalism in the system of digital media communications. Both threats and opportunities introduced by new neural network technologies are under consideration. The article presents the results of a survey conducted among representatives of creative professions, the purpose of which was to find out the attitude to artificial intelligence and its role in their professional activities. The article focuses on the need for further research and regulation of the use of neural network technologies to minimize risks of their use in media communications. To conduct the study, a survey method was chosen that allowed to collect quantitative data on the opinions and perceptions of AI by representatives of the media industry. The scientific novelty of this study lies in the systematic analysis of opinions and perceptions of AI among representatives of professions that receive their main financial income through creative and intellectual work, such as journalism, advertising and public relations, design, music, etc. Unlike most existing studies that focus on the technical aspects of AI, this study focuses on the social and ethical aspects of its application. This allows us to gain a more comprehensive understanding of the role of AI in society and identify key factors influencing its perception. The practical significance of the study lies in the fact that its results can be used to develop recommendations for integrating AI into various spheres of life, as well as regulating issues of control over the use of neural network technologies in modern society. The results can also help analyze public sentiment and expectations, which will allow making targeted and effective decisions in the development and implementation of AI technologies.

Artificial intelligence, Media communications, Creative professions, Neural networks, Automation, Creativity, Machine Learning, Job Displacement, Ethics, Survey