The anthropological essence of artificial intelligence and neural networks in the context of the formation of digital competencies among specialists in the field of marketing communications

in the context of widespread digital transformation, artificial intelligence (AI) is one of the most promising and sought-after areas. Despite the long history of AI research in the educational field, the current situation is characterized by unprecedented changes that, apparently, were not fully anticipated by specialists. The development of education in the context of the formation of a knowledge society is accompanied by the emergence of new effects from the use of information and communication technologies, which is reflected in the integration of teachers and students into the continuous process of using technological learning tools. The integration of AI with learning management systems (LMS) is radically transforming the system of continuing professional education, opening up opportunities for personalization of the learning process, adaptive assessment and decision-making based on data analysis. The present study is aimed at studying the impact of AI on the quality of training and the effectiveness of the educational process by assessing the attitude of students and teachers to the role of AI in the formation of digital competencies among specialists in the field of marketing communications. An analysis of literary sources has revealed significant advantages of using AI in increasing student engagement, personalizing learning, and improving educational outcomes. The study was carried out in a descriptive format using a survey method to collect empirical data. The respondents were students and teachers of online courses for the formation of digital competencies among specialists in the field of marketing communications. Descriptive statistics methods were used to process the data obtained. The results of the study demonstrate the positive attitude of students and teachers towards AI and its role in the educational process. The majority of respondents believe that AI contributes to the personalization of learning, and intelligent educational systems based on AI provide teachers with the opportunity to create "more flexible and personalized learning models" that meet the needs of students. At the same time, the study revealed limitations related to the adaptability of students, their dependence on technology and the insufficient development of emotional intelligence.

adaptability, additional education, artificial intelligence, personalization, digital marketing communications