THE NEED TO REDUCE THE SCALE OF MISINFORMATION AND UNETHICAL BUSINESS PRACTICES USED WITH THE HELP OF AI USE IN SOCIAL MEDIA AS AN IMPORTANT ELEMENT OF RISK MANAGEMENT OF THE DEVELOPMENT OF ARTIFICIAL INTELLIGENCE TECHNOLOGY APPLICATIONS

<ns3:p>This article identifies the need to reduce the scale of misinformation and unethical business practices applied with the help of the use of artificial intelligence technology in online social media, among others, as an important element in managing the risk of developing applications and information systems equipped with artificial intelligence technology. The development of artificial intelligence based on big data and significant investments plays a key role in the economy and everyday life, automating processes, personalizing services and supporting sustainable development in fields such as medicine, energy and marketing. At the same time, it brings challenges, such as threats to jobs, privacy and ethics, which require appropriate regulation, development of technological infrastructure and public education. Unethical use of AI, such as algorithm manipulation in social media, amplifies misinformation and polarization, even though AI significantly improves efficiency and personalization of services. The issue of introducing the aforementioned regulations is an important element in reducing the scale of disinformation and unethical business practices used with the help of the use of AI technology in online social media, among others, and at the same time is an important element in managing the risk of developing applications and information systems equipped with AI technology.</ns3:p>