THE REVOLUTION WE STARTED AND ITS CONSEQUENCES, WHICH WE CANNOT CONTROL

We are living in an era of new technology, the Internet, and AI, where each individual can create content in digital communication. One can be a storyteller, troublemaker, influencer and many-faced characters in the digital arena, changing institutions and reshaping global discourses. User-generated content (UGC) has become both a force for truth and a weapon of deception, confusing the lines between authenticity and manipulation across platforms like VKontakte, YouTube, RuTube, TikTok and many others. However, this freedom of expression comes with risks, including misinformation, disinformation, propaganda, ethical dilemmas and regulatory challenges. This paper studies the balance between free expression and responsibility for content creation, the role of AI in controlling digital spaces, and the impact of UGC on brands, politics and media.