THE IMPORTANCE OF DIGITAL DIPLOMACY IN AN ERA OF MULTIPOLARITY

In the context ofdeveloping multipolarity processes, the role ofdiplomacy is increasing, new areas of diplomatic activity are emerging, due to the development of information and communication technologies. The paper examines the phenomenon of «digital diplomacy» for the purpose of its role in modern international communication. The study compared traditional and digital diplomacy, identified the advantages and disadvantages of the new area of diplomatic activity. Based on the analysis of statistical data, the growing importance of new technologies in the global political arena is explained. The work shows the use of artificial intelligence in the political sphere, and provides examples of this phenomenon based on media materials. The authors also considered the legislative regulation of artificial intelligence in the Russian Federation. The possibilities ofusing digital technologies by political actors in the modern world are described. The authors conclude that in order to implement their foreign policy interests, countries need to actively build up their information potential in the Internet space, as well as effectively apply the tools of a new type ofdiplomatic activity in their activities. The appropriate use of new digital resources gives states a chance to become a «center ofpower» in the new multipolar world.