("Journal of Theoretical and Applied Information Technology", 2024-11-15) Serdiuk, O. I.; Сердюк, Ольга Іванівна
Artificial intelligence (AI) has opened up new opportunities for implementing interactive media communication in the digital environment, demonstrating its potential. However, developing users’ conscious, responsible attitude to interaction with AI tools, critical thinking, and technological knowledge requires a complex and balanced pedagogical approach. The aim of this article is to investigate the potential of AI tools to increase the effectiveness of interactive forms of communication in the digital environment. The research employed the following empirical methods: experiment, questionnaire, as well as qualitative and quantitative analysis. The concept of developing interactive media communication skills was developed.