THE ROLE AND EXAMPLES OF THE IMPLEMENTATION OF LARGE LANGUAGE MODELS IN MODERN MEDIA COMMUNICATIONS

The article discusses the role of large language models (LLMs) in the development of modern media communications and analyses examples of their implementation on the basis of home and foreign experience. The author identifies five main functions of LLMs: changes in the educational sphere and information search methodology, modification of the human role in the creation of media text, impact on the labour market and influence on the language system. The implementation of LLMs increases the efficiency of processes related to the creation of media content and thus stimulates rethinking of traditional approaches to work in the media sphere. However, the effective use of LLMs requires appropriate competences and skills, as well as an understanding of their limitations and potential. At the current stage of technology development, information processing and standardised text generation are the main areas of their application, but their potential has yet to be fully exploited.