Features of using artificial intelligence in the work of GTRK Yuzhny Ural

Abstract

The article analyzes the role and place of artificial intelligence (AI) in modern mass media. It examines both theoretical and practical aspects of introducing AI technologies into the media space, including the automation of content generation, the use of neural networks to generate texts, images and videos, as well as the prospects for the development of algorithmic tools in journalistic practice. The article also focuses on ethical and legal concerns related to the use of artificial intelligence in the media, including authorship, responsibility for the accuracy of in formation, and personal data protection. It presents examples of using artificial intelligence in the Russian media holding GTRK (State TV and Radio Broadcasting Company) Yuzhny Ural. The authors conclude about the transformation of the profession of a journalist under the influ ence of digital technologies and the main challenges faced by the industry on the way to further implementation of artificial intelligence.