AI LITERACY AS A NECESSARY MEDIA COMPETENCE FOR A MEDIA AND COMMUNICATIONS SPECIALIST

The increasing influence of artificial intelligence technologies on society has raised the issue of developing appropriate professional competencies to work with innovation in key sectors of the economy, including media and communications. There is a public demand for the development of new digital skills and abilities - AI literacy. Competencies that allow us to critically comprehend AI algorithms, interact with them, and apply technologies in professional activities are becoming basic. AI literacy helps media and communication professionals become competitive and independent in the era of the new technological revolution. The purpose of the study was to study the concepts of literacy in the field of artificial intelligence that have developed at this stage of innovation development and to develop a model of AI competencies for specialists in the field of media and communications. The development of the AI competence model is based on the generalization of the views of domestic and foreign researchers, the study of media practices for the real implementation of AI algorithms in the Altai media industry and the determination of the level of AI literacy of students of mass media training areas of Altai State University. As a result, the author proposed a model of media companies in the field of AI technologies, which includes six key components: 1) knowledge of the basics of AI technologies, 2) understanding of the mechanisms of AI algorithms, 3) knowledge of artificial intelligence technologies for performing professional tasks in the field of media and communications, 4) critical understanding of AI technologies and products, 5) development of emotional intelligence,6) knowledge and application of legal and ethical regulations in the field of AI technologies. The proposed model should be considered as an important element of media education for future media professionals.