ARTIFICIAL INTELLIGENCE AS A CATALYST FOR ECONOMIC, CREATIVE, AND ETHICAL TRANSFORMATION OF MEDIA PRODUCTION: OPPORTUNITIES, CHALLENGES, AND STRATEGIES FOR UKRAINE
Abstract
This article provides a comprehensive analysis of the impact of artificial intelligence (AI) on media production in Ukraine, encompassing key segments such as news, fictional series, documentaries, television programs, radio broadcasts, podcasts, print and online media, and new media. The study evaluates the economic benefits of AI, including cost optimization and enhanced productivity, alongside professional transformations driven by job automation and evolving skill requirements. Particular attention is given to the creative limitations of AI, such as content standardization and loss of authenticity, as well as ethical risks, including algorithmic bias, disinformation, and legal disputes over intellectual property. The research methodology integrates economic modeling, case studies of Ukrainian media companies, semi-structured interviews with media professionals, content analysis of AI-generated and human-produced content, and a comparative analysis of international experiences in Poland and Georgia. The findings demonstrate AI’s significant potential to boost the competitiveness of the Ukrainian media market, notably by reducing operational costs by 22–30% and accelerating production processes. However, the study underscores the need for ethical standards, workforce retraining programs, and state support to promote local content that preserves Ukraine’s cultural identity. Practical recommendations include the development of a national AI ethics code, investments in media professionals’ training, and the establishment of institutions to coordinate AI implementation. The research highlights the unique Ukrainian context, shaped by economic constraints and ongoing war, and advocates for a hybrid approach that balances technological innovation with human creativity. Future research directions include examining AI’s economic impact on specific media segments, the social implications of automation, ethical challenges, and AI’s role in safeguarding cultural identity.
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