Creative industries in the epoch of artificial intelligence: Tendencies and challenges

The purpose of the article is to analyse the potential effect of AI implementation in the creative sector or creative industries through consideration of new tendencies and challenges connected with applying this Industry 4.0 technology. Research methodology. The complexity of the topic related to the intensive implementation of computerisation in contemporary culture and the creative sector has necessitated the interdisciplinary approach. The methodological basis of the research on artificial intelligence as an integral socio-cultural phenomenon is a dialectical method and connected with it the principles of systematicity, development, determination, and unity of opposites. The scientific novelty lies in the analysis and theoretical reflection of the potential effect of the implementation an artificial intelligence in the creative sector with an accent on the key tendencies and challenges. Conclusions. The article emphasises that despite unsystematic and sporadic attempts to introduce technology within the creative industries, not only certain patterns and trends are being identified, but also a model of its participation in this sector is being formed. Though artificial intelligence is still not able to function as an autonomous creative subject in the creative spheres this concept may be realised in the future with the conditions of further technological development and risks decreasing. It was found out that one of the constraining factors is misperception of artificial intelligence as the main obstacle to the development of creative industries. These concerns are well-founded and arise from a lack of understanding of the technology and its capabilities. It was proved that to reduce the risks of applying this technology in the sector, it is necessary to co-operate with politicians and work out a regulatory framework that would help to regulate the development and implementation of this technology and, secondly, it is necessary to extend the cooperation as for the technologies exchange to avoid asymmetry inside the sector