GENERATIVE AI AND THE FUTURE OF AUTHORSHIP: MODERN AND CONTEMPORARY ART AS A METHOD FOR PRESERVING HUMAN SUBJECTIVITY

Abstract

This article examines the transformation of the author’s role within a digital media environment saturated with generative content and algorithmically mediated communication. In the context of the rapid expansion of synthetic texts, images, and audiovisual materials, the central problem is increasingly defined by an erosion of authorial subjectivity, interpretive depth, and the capacity to produce new structures of meaning. The article proposes the concept of the author as an architect of meaning – a new role model for the contemporary media producer who uses generative AI not as a substitute for the creative act, but as an infrastructural tool for automating routine processes and freeing cognitive resources for interpretation, critical thinking, and meaning-making. The theoretical foundation of the article is an original interdisciplinary methodology grounded in the use of modern and contemporary art as a framework for cultivating cognitive flexibility, divergent thinking, and the capacity to work with uncertainty. Its practical dimension draws on the author’s professional experience in designing educational and media formats, working with small learning communities, and integrating tailored AI workflows into research and editorial practice. The article argues that the sustainable media ecology of the future will be shaped not by the endless production of content, but by the author’s ability to construct distinctive structures of meaning and forms of sustained intellectual presence.