THE POSSIBILITIES AND LIMITATIONS OF INTEGRATING ARTIFICIAL INTELLIGENCE TECHNOLOGIES INTO THE DOMESTIC MEDIA SYSTEM

Artificial intelligence technologies are actively penetrating the media system, changing its structure, classical consumption models, technologies for creating and distributing content, and expanding the boundaries of what is possible. There is a growing concern about the influence of neural networks and control over it. The article examines domestic media that use artificial intelligence technologies in their work. The empirical basis of the research is the products of the Vkontakte ecosystem, domestic marketplaces and media services of Yandex. The analysis of the work of the mentioned media platforms made it possible to determine the impact of AI technologies, identify the possibilities of integrating artificial intelligence technologies into the domestic media system, identify problems and limitations of using neural networks at this stage of the formation of a new media technology, which require reflection in the context of awareness of possible risks that require careful consideration and creation of a mechanism for leveling them.