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<article article-type="research-article" dtd-version="1.3" xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xml:lang="ru"><front><journal-meta><journal-id journal-id-type="publisher-id">woeam</journal-id><journal-title-group><journal-title xml:lang="ru">Мир экономики и управления</journal-title><trans-title-group xml:lang="en"><trans-title>World of Economics and Management</trans-title></trans-title-group></journal-title-group><issn pub-type="ppub">2542-0429</issn><issn pub-type="epub">2658-5375</issn><publisher><publisher-name>Новосибирский национальный исследовательский государственный университет</publisher-name></publisher></journal-meta><article-meta><article-id pub-id-type="doi">10.25205/2542-0429-2024-24-1-99-113</article-id><article-id custom-type="elpub" pub-id-type="custom">woeam-717</article-id><article-categories><subj-group subj-group-type="heading"><subject>Research Article</subject></subj-group><subj-group subj-group-type="section-heading" xml:lang="ru"><subject>МЕНЕДЖМЕНТ</subject></subj-group><subj-group subj-group-type="section-heading" xml:lang="en"><subject>MANAGEMENT</subject></subj-group></article-categories><title-group><article-title>Трансформационные изменения в креативном секторе под влиянием технологий генеративного ИИ</article-title><trans-title-group xml:lang="en"><trans-title>Transformational Changes in the Creative Sector under the Influence of Generative AI Technologies</trans-title></trans-title-group></title-group><contrib-group><contrib contrib-type="author" corresp="yes"><contrib-id contrib-id-type="orcid">https://orcid.org/0000-0003-3642-8650</contrib-id><name-alternatives><name name-style="eastern" xml:lang="ru"><surname>Обухова</surname><given-names>Е. А.</given-names></name><name name-style="western" xml:lang="en"><surname>Obukhova</surname><given-names>E. A.</given-names></name></name-alternatives><bio xml:lang="ru"><p>Обухова Елена Алексеевна, кандидат экономических наук, научный сотрудник, доцент</p><p>Новосибирск</p></bio><bio xml:lang="en"><p>Elena A. Obukhova, Candidate of Economic Sciences, research scientist, Associate professor of Department of modeling and industrial production management</p><p>Novosibirsk</p></bio><email xlink:type="simple">e.a.obukhova@gmail.com</email><xref ref-type="aff" rid="aff-1"/></contrib></contrib-group><aff-alternatives id="aff-1"><aff xml:lang="ru"><institution>Институт экономики и организации промышленного производства СО РАН; Новосибирский государственный университет</institution><country>Россия</country></aff><aff xml:lang="en"><institution>Institute of Economics and Organization of Industrial Production SB RAS; Novosibirsk State University</institution><country>Russian Federation</country></aff></aff-alternatives><pub-date pub-type="collection"><year>2024</year></pub-date><pub-date pub-type="epub"><day>07</day><month>05</month><year>2024</year></pub-date><volume>24</volume><issue>1</issue><fpage>99</fpage><lpage>113</lpage><permissions><copyright-statement>Copyright &amp;#x00A9; Обухова Е.А., 2024</copyright-statement><copyright-year>2024</copyright-year><copyright-holder xml:lang="ru">Обухова Е.А.</copyright-holder><copyright-holder xml:lang="en">Obukhova E.A.</copyright-holder><license xml:lang="ru" license-type="creative-commons-attribution" xlink:href="https://creativecommons.org/licenses/by/4.0/" xlink:type="simple"><license-p>Данная работа распространяется под лицензией Creative Commons Attribution 4.0.</license-p></license><license xml:lang="en" license-type="creative-commons-attribution" xlink:href="https://creativecommons.org/licenses/by/4.0/" xlink:type="simple"><license-p>This work is licensed under a Creative Commons Attribution 4.0 License.</license-p></license></permissions><self-uri xlink:href="https://woeam.elpub.ru/jour/article/view/717">https://woeam.elpub.ru/jour/article/view/717</self-uri><abstract><p>Для каждого временного периода развития экономики характерна та или иная ключевая, центральная технология, связывающая технологический уклад воедино. В XIX веке такой технологией стало использование паровых двигателей, с начала XX века – электричества и двигателей внутреннего сгорания, в 90-е годы – компьютеризация и возникновение сетевых технологий, далее ­– сотовая связь и мобильный широкополосный интернет, затем ­– возникновение социальных сетей и социальных медиа. Сейчас, согласно консенсусному мнению отраслевых экспертов, функцию такой технологии выполняет генеративный искусственный интеллект, возникший буквально несколько лет назад, но уже существенно изменивший многие отрасли экономики.В статье рассмотрены основные аспекты, связанные с возникновением прорывных технологий генеративного искусственного интеллекта. Исследованы ключевые факторы, повлиявшие на появление технологических возможностей, такие как 1) рост вычислительных возможностей процессоров, последовательное 2) увеличение финансирования инновационных проектов, а также 3) рост публикационной активности в данном направлении.Особое внимание уделено характеристике цепочки создания стоимости технологий генеративного искусственного интеллекта. Показано, что становятся более высокими требования к аппаратной части, появляется ранее не существовавший этап создания основополагающих моделей, а также прослойка компаний, адаптирующих базовые модели под задачи бизнес практики путем обучения на отраслевых данных.Также нами показано, что наибольшее влияние технологии генеративного искусственного интеллекта окажут на креативный сектор экономики, поскольку позволяют на всех этапах создания стоимости продукта значительно ускорить и оптимизировать процессы, сокращая необходимость задействования ручного труда, но не заменяя его полностью.</p></abstract><trans-abstract xml:lang="en"><p>Each time period of economic development is characterized by one or another key, central technology that links the technological structure together. In the 19th century, this technology became the use of steam engines, from the beginning of the 20th century – electricity and internal combustion engines, in the 90s – computerization and the emergence of network technologies, then – cellular communications and mobile broadband Internet, then – the emergence of social networks and social media. Now, according to the consensus opinion of industry experts, the function of such technology is performed by generative artificial intelligence, which emerged just a few years ago, but has already significantly changed many sectors of the economy. The article discusses the main aspects associated with the emergence of breakthrough technologies of generative artificial intelligence. The key factors that influenced the emergence of technological capabilities were studied, such as the growth of the computing capabilities of processors, a consistent increase in funding for innovative projects, and an increase in publication activity in this direction. Particular attention is paid to the characteristics of the value chain of generative artificial intelligence technologies. It is shown that hardware requirements are becoming higher, a previously non-existent stage of creating basic models appears, as well as a layer of companies adapting basic models to the tasks of business practice by learning from industry data. We have also shown that generative artificial intelligence technologies will have the greatest impact on the creative sector of the economy, since they allow us to significantly speed up and optimize processes at all stages of creating the value of a product, reducing the need for manual labor, but not replacing it completely.</p></trans-abstract><kwd-group xml:lang="ru"><kwd>креативные индустрии</kwd><kwd>генеративный искусственный интеллект</kwd><kwd>производительность труда</kwd><kwd>стартапы</kwd><kwd>цепочка создания стоимости</kwd><kwd>технологический суверенитет</kwd></kwd-group><kwd-group xml:lang="en"><kwd>creative industries</kwd><kwd>generative artificial intelligence</kwd><kwd>labor productivity</kwd><kwd>startups</kwd><kwd>value chain</kwd><kwd>technological sovereignty</kwd></kwd-group><funding-group><funding-statement xml:lang="ru">Статья подготовлена по плану НИР ИЭОПП СО РАН, проект «Теория и методология исследования устойчивого развития компаний высокотехнологичного и наукоемкого сектора экономики в контексте глобальных вызовов внешней среды, технологических, организационных и институциональных сдвигов» № 121040100260-3.</funding-statement></funding-group></article-meta></front><back><ref-list><title>References</title><ref id="cit1"><label>1</label><citation-alternatives><mixed-citation xml:lang="ru">Gaida J., Leung J. 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