Artificial Intelligence Technology to Aid Master's Students. Experience of Project Implementation Funded by the Vladimir Potanin Foundation

The project «Artificial Intelligence Technology to Aid Master's Students: Instruments for Research and Work in Advertising and Public Relations» won the Competition for Master's Degree Teachers of the Vladimir Potanin Foundation. It is aimed at redesigning the «Digital Brand Management» master's program and developing the competencies of master's students in the 42.04.01 program when it comes to using various artificial intelligence services in research and professional activities. Thus, for a master's study, it is important to teach master's students how to work with generative artificial intelligence services to search for scientific literature, describe the degree of theoretical knowledge of a topic, analyze big data, write annotations, visualize research results, etc. In the training of master's students to use artificial intelligence in the professional activities of an advertising and public relations specialist, the modernization of educational programs envisaged by this project means the development of competencies in content personalization, automation and optimization of advertising campaigns, analysis and segmentation of target audiences, setting up feedback (including working with reviews and objections), predicting the behavior of clients and consumers, etc. The project is aimed at teaching master's students to have a critical attitude towards materials offered by generative artificial intelligence services, helping them understand the risks and limitations associated with the use of these resources. The introduction of artificial intelligence technologies into the educational process contributes to the fact that both in research and in professional activities, master's students will perform routine work faster, which will allow them to focus on truly creative and original tasks and demonstrate their expertise and unique approach to their completion.