ENHANCING MASS MEDIA EFFECTIVENESS USING ARTIFICIAL INTELLIGENCE TECHNOLOGIES

Abstract

Artificial intelligence (AI) technologies have become an essential component of contemporary mass media development, influencing both content production and organizational efficiency. This study examines the role of AI in enhancing mass media effectiveness through automation, data-driven decision-making, and intelligent content distribution. Special attention is given to the ability of AI systems to process large volumes of information, improve accuracy, and support strategic media management. At the same time, the research addresses critical challenges related to data integrity, algorithmic transparency, and professional responsibility in AI-assisted media environments. The findings suggest that while AI technologies significantly increase media productivity and competitiveness, their effectiveness depends on responsible implementation and adherence to ethical standards. The study contributes to the understanding of AI as a transformative technological factor in modern mass media systems.