OPPORTUNITIES AND RISK FACTORS OF ARTIFICIAL INTELLIGENCE TECHNOLOGIES IN MULTIMEDIA PRODUCTION

Artificial Intelligence (AI) has become one of the most transformative forces shaping the global digital ecosystem in the 21st century. With the integration of machine learning, deep learning, and generative algorithms, AI technologies have revolutionized multimedia production—enabling automation, innovation, and personalized content creation. The purpose of this paper is to examine both the opportunities and risk factors associated with the use of AI in multimedia development. The study explores how AI enhances creative efficiency, reduces production costs, and expands artistic possibilities, while also highlighting the ethical, social, and legal risks it introduces—such as copyright violations, misinformation, data bias, and the erosion of human creativity. By analyzing relevant literature, technological trends, and case studies, the paper argues that AI’s future in multimedia production depends on the establishment of ethical frameworks, digital literacy, and responsible technological governance.