Year: 2025
Type: article
Abstract: Neural networks can generate verbal and audiovisual media content. The authors analyzed a bulk of AI-generated media texts from the rhetorical and pragmatic perspectives. The Department of Journalism, Advertising, and Public Relations, Tver State University, initiated three research projects in practical application of AI-generated media content. Project 1 (propaedeutic) registered numerous artificial hallucinations, which rendered AI technologies useless for creative journalism. Project 2 demonstrated the positive experience of neural networks in content-marketing. It featured a case of brand promotion for the Sibur SMM marketing company. Project 3 assessed the use of artificial intelligence in banking marketing. In general, generative neural networks improved time efficiency by producing content and personalizing messages, as well as demonstrated some prospects for banking marketing.
Authors: Aleksandr Bushev, Aleksandra Galkina, Sergey Dobryden'
Institution: Tver State University
Language: English
Topic: Technology's Impact on Media
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7116682237