TRANSFORMATION OF SOCIAL COMMUNICATIONS IN THE BLOGOSPHERE UNDER THE INFLUENCE OF GENERATIVE ARTIFICIAL INTELLIGENCE: ETHICAL AND APPLIED ASPECTS (2024–2025)

Abstract

This research aims to perform a systemic analysis of the transformational processes in the modern blogosphere caused by the mass integration of generative artificial intelligence (AI) tools and the emergence of virtual influencers. The study focuses on identifying changes in media consumption structures, reimagining the concept of authenticity, and evaluating the ethical and legal challenges facing social communications in 2024–2025. Special attention is paid to the Ukrainian segment of social networks and the adaptation of domestic media professionals to algorithmic innovations within the context of global trends.
The methodological framework of the study is based on a comprehensive approach, including general scientific methods of analysis, synthesis, and generalization to process the theoretical foundation of social communications. A comparative analysis of empirical data (including Reuters Institute 2025 reports and IMI 2024 monitoring) was applied, alongside sociological research (based on secondary data regarding age differentiation in media consumption) and content analysis of digital platforms (YouTube, Instagram, TikTok). To study audience interaction with AI subjects, the parasocial relationships (PSR) model and the Mind Perception Theory were utilized.
It was established that the blogosphere has evolved into a hybrid communication system where AI acts as both a technical assistant and an independent producer of meaning. According to 2025 data, 88% of marketers use AI daily, with 83% indicating a significant increase in content volume due to generative models. A "comfort gap" was identified: only 12% of users feel comfortable consuming fully generated news, while 62% prefer the human factor. In the Ukrainian media space, 63% of professionals recognized AI as the main innovation of 2024. It is proven that virtual influencers, despite high engagement (e.g., Lu do Magalu with 6.7 million followers), evoke lower levels of trust compared to humans due to a deficit in perceived "experience" and "agency."
It is proven that digital ethics and radical transparency are becoming fundamental conditions for the survival of professional blogging. The successful transformation of the blogosphere requires the implementation of AI content labeling standards and verification of expert qualifications in critical sectors (finance, health). The future of social communications lies in the plane of human-centered AI, where technology enhances rather than replaces human uniqueness. It is determined that the Ukrainian blogosphere demonstrates high resilience, adapting AI to counter disinformation and increase communication efficiency under martial law.