| Author(s) | Collection number | Pages | Download abstract | Download full text |
|---|---|---|---|---|
| Tkachuk R. L., Domorad O. V., Petryk V. A. | № 1 (70) | 116-121 |
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The article explores the ethical issues surrounding the use of artificial intelligence (AI) in the field of mass communication. AI offers significant potential for the development of personalized, interactive, and efficient content. At the same time, these technologies generate a range of complex ethical challenges that require profound societal reflection and regulatory oversight. As outlined in the paper, key concerns include the risk of manipulation, the use of disinformation, blurred responsibility, reduced communication transparency, and the erosion of core democratic principles.
Particular attention is given to the use of AI in creating a personalized informational environment for users. AI enables a digital space in which content, services, and user interactions are adapted to individual interests, behavior, location, preferences, and needs at any given time. To achieve this, AI systems process vast amounts of user data, including browsing history, search queries, location data, and content interactions. Based on this data, user profiles are built using behavioral and contextual models. While such adaptation enhances user convenience and engagement with relevant content, it also poses a significant risk of informational isolation — the so-called “filter bubbles.” In such conditions, users are constantly exposed to information that reinforces their existing views, thereby limiting critical thinking and contributing to radicalization. Other risks associated with AI-driven personalization include excessive collection of personal data (infringing on privacy), potential for manipulation (e.g., in political advertising), and a lack of transparency in how algorithms function.
A particularly concerning threat is the covert manipulation of user behavior through political or commercial messages aimed not at rational judgment, but at emotional influence.
Effective ethical interaction with AI tools is not only a technological or legal matter but a critical challenge for safeguarding the democratic information space in the 21st century. Therefore, the ethics of AI use in mass communication requires new approaches, thoughtful reconsideration, and accountability on the part of those who integrate AI into their professional practices.
Keywords: artificial intelligence, information manipulation, mass communication, disinformation, media literacy.
doi: 10.32403/1998-6912-2025-1-70-108-115
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