THE IMPACT OF AI ON THE QUALITY OF HUMAN CAPITAL

Abstract

It has been found that modern marketing campaigns are increasingly relying on big data analysis, content personalization, and automation of customer communications – in all this, AI shows high efficiency. Statistical surveys confirm the rapid growth in the adoption of AI in marketing: as of March 2023, 73% of companies in the United States have already used generative AI tools (for example, chatbots) in marketing activities. It was determined that the introduction of generative algorithms is already opening up new prospects for designers, writers, musicians and other creative professionals, while automating up to 26% of tasks in the art, design, media and entertainment sectors. The impact of AI on improving the quality of human experience has been investigated. capital and active implementation of digital technologies in marketing research, education and media. The global market for AI solutions for marketing, education, and media has been researched. The most common areas of application of AI in marketing have been identified, including: audience segmentation and analysis, customer behavior prediction, advertising personalization, dynamic pricing, chatbots for service and support, generation of advertising content (slogans, banners, videos), etc. Specific examples of the use of AI in marketing activities, education, and media in European countries are given, which ensures an increase in student engagement and the growth of their creative skills. It is creative skills that allow you to improve the quality of human capital. In marketing, AI automates routine tasks and personalizes communication, which increases the return on advertising campaigns (conversion, sales). In the educational field, AI tutors and adaptive learning systems enhance students' creativity and help teachers diversify their approach to learning. In media, the use of AI allows you to release more content without losing quality, quickly adapt materials for different platforms and languages. The synergistic effect of the introduction of AI in key areas of activity is substantiated, taking into account the best EU practices in the field of support for creative industries and digital innovations. Based on the analysis of several key areas – marketing, education, media - to assess the synergy of AI effects, agreed recommendations for improving the quality of human capital based on the use of AI have been developed.