OPPORTUNITIES AND RISKS OF USING ARTIFICIAL INTELLIGENCE IN UKRAINE’S AUDIOVISUAL AND ONLINE MEDIA

Abstract

The relevance of the study is due to the fact that media and journalists now work in a world where content is created quickly using artificial intelligence tools, and algorithms rather than editors determine what the audience will see. Modern journalism and professional media face a number of challenges. The media has to compete with anyone who can create content – and creating audiovisual content is now very easy for anyone with even a smartphone. There are certain risks when the speed of content creation is contrasted with the responsibility of professional media to their audience. Artificial intelligence, which automates many things that journalists used to do (translation, subtitling, audio file transcription, etc.), is increasingly being used in the creative component of content production: editing videos, dubbing audio, writing scripts, and even creating ‘artificial’ avatar presenters for television news. The problem statement is based on the need to analyse cases of artificial intelligence application in content production by Ukrainian audiovisual and online media in order to identify both the advantages and certain risks of implementing artificial intelligence tools for the audience, the media themselves, and journalists.The purpose of the article is to analyse examples of the use of artificial intelligence in content production by such Ukrainian media as the online media Babel, the media holding TRK Lux, and the state-owned enterprise Multimedia Platform of Ukraine. It also identifies certain threats that the use of artificial intelligence may pose to the professional activities of journalists and the reputation of the media. The conclusions state that the use of artificial intelligence in information processing and data analysis has a positive impact on the work of the media, as it allows journalists to devote more time to creative work. At the same time, examples of the use of ‘artificial presenters’ or avatar presenters on Ukrainian state foreign broadcasting digital platforms raise questions about whether it will be possible to maintain this harmony in the future, whether it will be possible to keep AI solely as a tool in content production and leave the leading role to journalists. Certain risks of artificial intelligence tools in the moral and ethical aspects of the journalism profession and in relation to the audience are also noted.