WYKORZYSTANIE SZTUCZNEJ INTELIGENCJI NA RYNKU TELEWIZYJNYM. BEZPIECZEŃSTWO INFORMACJI
THE USE OF ARTIFICIAL INTELLIGENCE IN THE TELEVISION MARKET. INFORMATION SAFETY

Summary/Abstract: In the face of dynamic changes and digital revolution in today’s world, Artificial Intelligence (AI) isemerging as a key transformation actor, shaping new horizons, opportunities and challenges. AI isnot just tools, but a powerful force that is revolutionizing not only the concept of technology, but alsothe entire landscape of the media market, including the television market.The article aims to present the trends and potential of Artificial Intelligence in the area of devel-opment of television companies in the field of content personalization and advertising. Market expec-tations regarding the selection of offered services favor the use of technology, and thus AI, to buildand secure the offered content.The author put forward the thesis that Artificial Intelligence (AI) is the necessary driving forcefor transformations in the television market, allowing for improved competitiveness and personali-zation of services. However, the growing role of AI in television carries potential information secu-rity risks that require attention and appropriate protection measures. In order to verify the thesis, ananalysis of existing data and technological analysis will be carried out.AI-based systems can analyze huge amounts of data, personalize content, improve marketingstrategies and improve the quality and efficiency of the production of television programs and adver-tisements. However, this evolution brings both opportunities and challenges.

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