Legal Regulation of the use of Artificial Intelligence in the Media: Ukrainian and Global Experience

The scientific research considers the legal aspects of regulating the introduction and use of artificial intelligence in Ukraine and the world. A number of European regulatory documents in the field of AI are analyzed, which will contribute to the identification of mechanisms for achieving a common standard for AI systems. Attention is paid to the formation of the EU legislative framework for regulating AI technologies and its further implementation into Ukrainian legislation, as well as the development and improvement of a purely domestic regulatory framework for regulating AI in Ukraine, and in particular, in the media space. Using the example of the use of AI tools in the functioning of the information sphere and the media, an attempt is made to identify mechanisms for their regulation in order to disseminate objective and unbiased information, comply with international journalistic standards, respect for the rights and freedoms of the audience, and ensure copyright and related rights. The issue of the importance of introducing sectoral recommendations for the responsible use of AI in the media sphere is outlined. The disclosure of the specifics of the researched issues was made possible by the following general principles of scientific knowledge: systematicity, specificity, objectivity. These principles form the basis of general scientific and special research methods. Of the general scientific methods, deductive, inductive, analysis and synthesis, generalization were used at different stages of the work. Also, the implementation of the specified tasks was facilitated by the use of descriptive, structural-functional and comparative-analytical methods. During the research, it was established that the legal regulation of the use of AI in Ukraine, and in particular in the media, is at the stage of formation, at the same time, the general complex of European documents and the domestic vector of AI regulation developed on its basis still make it possible to create sectoral recommendations for the introduction of generative AI mechanisms. Recommendations are formulated for the further development and development of the domestic legal framework for regulating the introduction of AI and the state policy in this area in general.