Акторське мистецтво як ефективний інструмент в популяризації творчого проєкту в умовах активного розвиту штучного інтелекту

The purpose of the study is to explore the role of acting in the promotion of artistic projects, in particular through social media, in the context of rapid development of artificial intelligence (AI), which has been characterised as “explosive” by the media and experts in this field. Research methodology. The main methods used were analysis, systematisation and generalisation, as well as the experimental approaches to studying the AI’s capabilities. The scientific novelty is that the article not only reviews existing research on the topic, but also introduces a number of the latest AI features such as automatic dubbing, photo-based and description-based video content generation, avatar creation based on photos, digital replication of actor's appearance and voice. These innovations have both positive aspects and some challenges. Conclusions. Acting plays an important role in the popularisation of artistic project, from attracting investors, donors and sponsors to the presentation of the finished artistic project. On the one hand, artificial intelligence may help to improve the content quality, generate the necessary visual and sound effects or their references, provide translation into different languages using an actor's voice, including lip sync (lip movement synchronisation with the soundtrack), and use digital copies of appearance and voice, all of which streamline production and improve the quality of special effects. On the other hand, AI also poses significant risk, such as copyright infringement, violation of human rights, and the creation of high-quality deepfakes that can be used for various purposes.