Kurepin Viacheslav, Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department of Methods of Vocational, Mykolayiv National Agrarian University, Mykolaiv, Ukraine

ORCID ID: 0000-0003-4383-6177
e-mail: kypins@ukr.net

Sukhorukova Anna, Candidate of Sciences in Public Administration, Associate Professor, Associate Professor of the Department of Management and Marketing, Mykolayiv National Agrarian University, Mykolaiv, Ukraine

ORCID ID: 0000-0002-6170-4955
e-mail: a.l.sukhorukova83@gmail.com

Management of the functioning of domestic media in the crisis economy of the war period: trends and forecasts

Abstract. Introduction. The rapid development of artificial intelligence technologies significantly impacts the modern media environment by transforming the methods of creating and consuming information. Technologies such as natural language processing, automated news production, machine learning algorithms, personalized news feeds, and audience interaction open up new opportunities for the media industry. However, there are also challenges and threats, such as the ethical use of artificial intelligence, the reliability of information, the potential for manipulating public opinion, and the diminishing role of journalists. In light of the reevaluation of information security and critical thinking principles in the media environment, a comprehensive study of artificial intelligence’s potential in the media sector is necessary. This should include an analysis of the advantages associated with digital transformation, as well as the risks and problems of implementing intelligent systems in mass communication.

Purpose. The purpose of the study is to conduct a comprehensive analysis of the impact of artificial intelligence technologies on the modern media environment: to identify the main advantages of their use in the field of mass communication, the spread of disinformation, and ethical issues in identifying key challenges and threats associated with the automation of journalism. It aims to explore the specifics of applying artificial intelligence technologies in the media in the context of military conflict, analyze the advantages, risks, and ethical challenges of their use, and outline the potential of AI as a tool for information protection. Furthermore, the study seeks to justify the need for regulatory control of AI implementation in the media and to develop recommendations for its safe and effective application.

Results. The study reveals that media activities in Ukraine have undergone significant changes under martial law. The main factors affecting the functioning of the media are the need to adapt to new operating conditions and the increase in costs for ensuring the safety of journalists and technical information. At the same time, the crisis has intensified digital transformation processes and prompted the search for new sources of funding, among which international grant programs and donor support play a leading role. The importance of online media and social platforms has grown, influencing changes in consumption patterns. Modern media demonstrate flexibility and innovation, particularly in rethinking the principles of information security and critical thinking based on artificial intelligence technologies. New forms of content are being created, collaborations between editorial offices are developing, and the role of local initiatives is increasing.

Conclusions. The study substantiates the significant potential of artificial intelligence in the media space. Although the process of its integration is complex, it offers promising opportunities for the long-term stabilization of media activity during wartime and the post-war period. The findings highlight both the benefits and the threats of AI adoption, emphasizing the need for regulatory frameworks and ethical guidelines to ensure safe and effective use. This provides a foundation for further research into the role of AI in transforming the media landscape under conditions of crisis and recovery.

Keywords: media economy; information security; Ukrainian media market; digital transformation; censorship; economic crisis; journalism during war; state support.

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