THE LEVELS OF IMPACT OF ARTIFICIAL INTELLIGENCE TECHNOLOGIES ON GRAPHIC DESIGN OF ADVERTISING MATERIALS

Abstract

The development of artificial intelligence technologies is having a significant impact on graphic design, especially on the creation of advertising materials. Generative algorithms such as DALL-E, MidJourney, Stable Diffusion, and Adobe Firefly are transforming creative processes by automating tasks, personalizing content, and expanding designers' capabilities. However, along with these advantages come challenges related to changes in professional competencies, legal regulation, and ethical considerations. The aim of this article is to classify and analyze the impact of artificial intelligence technologies on the graphic design of advertising materials. The methodological approach includes a systematic review of scientific literature, the study of practical examples, and a comparative analysis of artificial intelligence tools. As a result, a classification of the levels of influence of artificial intelligence on the graphic design of advertising materials is proposed, including process automation, creative decision-making support, content personalisation, economic aspects, technological progress, and legal issues. The analysis shows that artificial intelligence technologies not only optimise the process of developing graphic content, but also redefine the role of designers, requiring new professional competencies. The conclusion emphasizes the need for a balanced approach to integrating artificial intelligence technologies into graphic design so that they complement the creative process rather than replace the human factor.