THE ROLE OF ARTIFICIAL INTELLIGENCE IN EXPANDING THE OPPORTUNITIES FOR PROFESSIONAL ACTIVITY

Abstract

The shares of the creative economy in the GDP of Ukraine and the EU under the influence of AI (2017-2024) are studied. An important aspect of novelty is also the inclusion of an ethical and socioeconomic dimension in the analysis. We not only noted the actual economic effect (productivity growth), but also considered the issue of preserving the human factor, creating new professions, and protecting against risks. Modern science emphasizes the need for a humanistic approach to AI, and our results fully reflect this: the model and recommendations are aimed at empowering humans, not replacing them with a machine. This conclusion echoes the concept of "AI as Augmented Intelligence", which is now popular in Western literature. Practical recommendations are offered for various stakeholders: for public authorities (Ukraine and EU countries), for businesses and startups in creative industries, for the education and science system, for creative professionals (designers, marketers, teachers, journalists, etc.). The purpose of the article is to investigate how artificial intelligence will contribute to the expansion of professional opportunities in the fields of marketing, education and media and to formulate practical recommendations for stakeholders (business, educational institutions, government agencies, creative professionals) on the implementation of AI in their activities in order to strengthen the creative economy; to take into account ethical, legal and socio-economic aspects. To achieve this goal, the following methods were used in the research process: - Content analysis and qualitative case analysis - to study real examples of AI implementation. Information was collected about specific projects (for example, the use of AI in the editorial office of a news site, the introduction of chatbots in a marketing campaign, pilot projects of AI tutors in schools). These cases are analyzed for the achieved performance indicators (saving time, audience growth, improving learning outcomes, etc.). Qualitative analysis made it possible to establish causal relationships between the use of AI and the benefits obtained. In general, the research is applied in nature, based on the synthesis of theoretical developments and practical data. The reliability of the results obtained is ensured by the use of authoritative sources, and the conclusions are correlated with the existing world trends. The next section presents the results of the study - the developed model and its justification.