APPLICATION OF ARTIFICIAL INTELLIGENCE IN THE DIGITAL MEDIA ENVIRONMENT: ETHICAL RISKS AND REGULATORY MECHANISMS

This article analyzes the ethical risks associated with the introduction of artificial intelligence (AI) technologies in the digital media environment and examines regulatory mechanisms aimed at mitigating these issues. Based on the analysis of events observed in international and domestic media, key ethical problems were identified, such as the capabilities and limitations of algorithms in decision-making processes, the spread of false information, and breaches of personal data privacy. The study qualitatively analyzed ethical codes, legislative acts, and examples of recent journalistic practices. The results show that while artificial intelligence enhances efficiency in media production and distribution processes, the complex ethical dilemmas associated with it require a balance between technological advancement and social responsibility. The article concludes with proposals to strengthen ethical oversight, ensure transparency, and establish international cooperation.