Artificial Intelligence in Advertising: Technological and Legal Challenges

Abstract

The relevance of the study is due to the fact that currently the introduction of artificial intelligence into the field of advertising communications is at its infancy stage, and the problem of the influence of AI systems on the entire advertising production process and the consumer market has not been sufficiently studied. The article describes the technological aspects of the use of neural networks (ChatGPT, YandexGPT, Katteb, Midjourney, Kandinsky 2.2, Flair, Visper, Fliki, Runway) in advertising, based on the analysis method. Based on the descriptive method, changes in the system of legal regulation of AI in the field of digital technologies and advertising were investigated, and the main directions for studying AI as an object or subject of civil law relations were identified. The results of the study showed that artificial intelligence in advertising is used quite widely: generating a variety of media content, analyzing big customer data, setting up and creating targeted advertising, automating communication with the target audience and attracting potential consumers of goods and services. At the same time, the use of AI today faces a number of limitations: the secondary nature of the generated content, the fairly high cost of maintaining AI systems, the need to moderate the creation of such content by a person who has new and specific knowledge of composing prompts (text queries to neural networks). The article notes the fact that today active work is underway to create a regulatory framework for regulating the field of artificial intelligence in all sectors of human activity, an important milestone of which is the adoption of the Law on Artificial Intelligence by the European Commission in 2024.