PHOTOGRAPHY AND NEURAL NETWORKS: AN EXPLORATION OFTHE ANIMALISTIC GENRE

The article is an attempt to raise the problem of correlation of the result of human creative activity and artificial intelligence in the field of animalistic genre photography in PR-communications on the example of the activities of cultural institutions of zoological orientation in the media space. With the growing availability and diversity of digital technologies and the increasing demand and, consequently, the volume of visual content production, image creation using generative neural networks based on artificial intelligence (AI) becomes one of the tools in building PR-communication with the audience. However, the role of such a tool is ambiguous and its use is not always appropriate, which is demonstrated in this study.