This article examines the role of artificial intelligence in training specialists in advertising and public relations through the lens of the discipline «Digital Communications». Particular attention is paid to the application of artificial intelligence technologies for content creation, audience behaviour analysis, and communication strategy development. It’s emphasised that the use of tools such as text and visual content generators brings the educational process closer to the real-world tasks of the professional environment, thereby enhancing the quality of student training and equipping them with skills in high demand in the labour market. The author also explores the limitations and risks associated with the use of artificial intelligence in education, including ethical concerns related to the transparency and reliability of generated content. Approaches are proposed to mitigate these issues, including the conscious use of technologies and maintaining the educator’s role as a key coordinator of the learning process. In conclusion, the author asserts that integrating artificial intelligence into the educational process not only improves its efficiency but also opens new perspectives for professional training, enabling learners to adapt successfully to the demands of the modern market. The findings can be applied to further enhance educational technologies.
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