Abstract The relevance of this study is driven by the rapid development of artificial intelligence (AI) in the creative industries, particularly in the creation and editing of audiovisual content, necessitating a reassessment of its impact on the technological and ethical aspects of this field. The objective of the study was to analyze the key opportunities and challenges of using AI in audiovisual content production, as well as to outline recommendations for mitigating associated risks. The research was based on a review and comparative analysis of contemporary scientific studies. The findings demonstrated that AI enables significant reductions in production time and costs through the automation of routine tasks such as editing, video correction, and animation creation. Generative models, particularly generative adversarial networks (GANs), open new possibilities for creating realistic visual effects and three-dimensional objects that previously required considerable effort and resources. Deep learning algorithms improve the quality of sound and image, restore old materials, and adapt content for different target audiences through personalisation. However, certain risks have been identified, including content standardisation, threats of disinformation due to the spread of deepfake technologies, and copyright infringements. Thus, the study confirmed that the integration of AI into the audiovisual sector has a substantial impact and future potential for optimising production processes, yet it requires consideration of socio-ethical aspects.
Gavran et al. (Thu,) studied this question.