COMMUNICATION TRANSFORMATIONS AS A RESULT OF THE DEVELOPMENT OF MODERN DIGITAL TECHNOLOGIES

Abstract

The digital transformation of modern society is significantly altering human communication patterns, leading to profound shifts in interpersonal, organizational, and global interactions. One of the most transformative drivers of this change is Artificial Intelligence (AI), which has already become an integral part of communication systems – from personalized social media feeds and automated customer service agents to generative dialogue systems and AI-driven decision-making platforms. This article explores the multifaceted impact of AI on communication processes and practices, considering both the opportunities and the threats that arise in this rapidly evolving field. The article begins by analyzing the theoretical foundations of communication and how AI is reconfiguring traditional models. It demonstrates how personalization algorithms, while optimizing user experience and engagement, can contribute to echo chambers, filter bubbles, and ultimately, social polarization. These processes are illustrated with empirical findings and supported by relevant scholarly sources. The dual effect of AI-driven personalization is examined: while it enhances user centric content delivery, it also risks fragmenting shared public discourse. Another significant focus of the article is the automation of communication in institutional and business contexts. The implementation of AI in customer support, HR, journalism, and public services is reviewed to illustrate how AI can streamline communication processes, reduce labor costs, and increase efficiency. However, concerns related to the loss of the human element in communication, the ethical implications of automated responses, and biases embedded in AI systems are critically discussed. digital The paper also delves into the transformation of interpersonal communication. It considers how AI-generated avatars, chatbots, and deep fake technologies are redefining authenticity, trust, and emotional resonance in dialogue. These technologies challenge conventional understandings of communicative agency, leading to philosophical and ethical debates about human-machine interaction. A separate section of the article presents a comparative analysis of Ukrainian and international academic approaches to the problem, highlighting both global and local perspectives. Ukrainian scholars emphasize the importance of media literacy, critical thinking, and the  integration of ethical frameworks in AI development. Tables and graphs are used to synthesize current research trends, usage statistics, and the societal reception of AI communication tools. In conclusion, the article argues that while AI holds immense potential to enhance communication, it also raises urgent questions about control, transparency, and the preservation of democratic dialogue. The authors call for the development of inclusive and accountable AI governance models and advocate for further interdisciplinary research that bridges technology, communication science, and social ethics.