Development Features of Cognitive Technologies in Mass Media

The article examines the use of cognitive technologies implemented in the media, which affect the entire complex of mass media. The need to predict the impact of their extensive use on society makes this issue relevant. The purpose of the article is to identify the main factors influencing the cognitive technologies implemented in the field of mass media and the effectiveness of their use. The research methodology consists in systematic and logical analysis, as well as methods of comparison, synthesis, deduction, and classification, which made it possible to consider in detail the object of research as a system, to identify the driving forces in the field of mass media and categories of various cognitive technologies, their key features. The scientific novelty is to reveal the implementation of cognitive technologies in the mass media, which have the potential for shaping not only consumer loyalty but also determining the preferences of the audience for a long period of time thanks to the self-learning system. Conclusions. It is determined that the integration of cognitive technologies into the professional spheres of mass media is capturing more and more of its branches, helping to create modern products and processes, taking over computing, recognition, reproduction, and other tasks that were previously done manually with a significant loss of time. It is proved that the use of modern information technologies in the media gives the opportunity to increase the loyalty of the target audience, expand the presence on the market through new placement platforms and social networks, provide customer support and some accompanying and supporting functions for employees, significantly reducing the cost of operating activities of the company, automating it, and perform many other tasks. It is noted that although cognitive technologies are a powerful business tool, the pace of innovation is accompanied by the risks they pose to their understanding, restraining, and controlling