Adaptation of Educational Programs in Media Communications under AI Transformation

Abstract

The digital transformation of the communications industry is accompanied by the rapid adoption of artificial intelligence technologies, which is reshaping the scope and content of professional activities in advertising, public relations, marketing, and branding. The relevance of this study stems from the growing gap between the pace of AI adoption in professional practice and the rate at which educational programs are adapting to these changes. The aim of the study is to identify the directions of transformation of professional competencies among communication specialists and to develop approaches to integrating AI into educational programs. The methodological framework comprises scenario analysis, the systematization of AI tools according to the stages of the communication process, an analysis of academic publications and educational practices, as well as a comparative analysis of professional requirements. A three-dimensional theoretical and conceptual model of professional competence has been developed, integrating technological, analytical-strategic, and creative-ethical competencies. The study demonstrates that the resilience of professional training depends on a specialist’s ability to interact effectively with AI and critically evaluate its outputs. An educational framework is proposed to ensure the systematic development of AI literacy, applied, analytical, strategic, and ethical competencies. The practical significance of the study lies in the potential application of the proposed model to the design and updating of educational programs in the field of communications.