USE OF ARTIFICIAL INTELLIGENCE IN MEDIA: PROSPECTS, LIMITATIONS AND ETHICAL CHALLENGES

The media environment is rapidly changing depending on the development of technology and technology. At the moment, the prospect of expanding the use of artificial intelligence to automate routine tasks, process data arrays or generate materials of various formats is already perceived as something inevitable. The emergence of artificial intelligence, on the one hand, helped to facilitate the creation of various content formats, on the other hand, gave rise to a large number of questions: about the authorship of content created by artificial intelligence, about the possibility of teaching intelligence ethical standards or corporate and professional values. In this context, the article aims to highlight the opportunities that the development of artificial intelligence brings, as well as the limitations that both creators and users may face when using artificial intelligence.