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Economy, finances, management: topical issues of science and practical activity

space SCIENTIFIC JOURNALS OF VINNITSA NATIONAL AGRARIAN UNIVERSITY
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Issue №: 3 (77)

Published: 2026.10.12
DOI: 10.37128/2411-4413-2026-3


Description:
The journal deals with the issues of efficiency of functioning of the national economics and organizational forms of management of the national economy. Attention is paid to the problems of marketing, management and efficiency of production and economic activity of agrarian enterprises. The issues of public administration and administration, accounting and taxation, banking and insurance, forecasting and modeling of economic processes, foreign economic activity, commodity flows of economic entities and their infrastructure support.

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FEATURES OF USING THE MATERIALS CREATED BY GENERATIVE MODELS FOR ADVERTISING IN UKRAINE AND WORLDWIDE

DOI: 10.37128/2411-4413-2026-3-11
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PRONKO Lyudmila – Doctor of Economic Sciences, Dean of the Faculty of Management and Law, Vinnytsia National Agrarian University (21008, Vinnytsia, 3, Soniachna Str., e-mail: PronkoL@ukr.net, https://orcid.org/0000-0001-5633-901X).

ZMIIEVETS Dmytro – Postgraduate Student of the Fourth Year of Study of the Department of Administrative Management and Alternative Energy Sources, Vinnytsia National Agrarian University (21008, Vinnytsia, 3, Soniachna Str., e-mail: d.zmiievets@gmail.com, https://orcid.org/0009-0005-7014-4186).

Annotation

The article provides a comprehensive analysis of the use of generative artificial intelligence (hereinafter – AI) in the creation of visual advertising content and its impact on contemporary marketing practices in Ukraine and abroad. It is demonstrated that the integration of AI-generated photo and video materials transforms not only the set of advertising tools but also the very logic of organizing the advertising process, reshaping the balance between creative, managerial, and technological components. Generative models form a new type of creative environment in which content production becomes fast, flexible, and data-driven, allowing for scalability without a proportional increase in the costs.

The study systematizes the key areas of application of generative AI in advertising, including the personalization of visual messages, production optimization, the development of dynamic formats, and the use of data-driven storytelling. At the same time, it is identified that technological advantages are accompanied by a number of risks related to the standardization of creative solutions, dependence on the quality of input data and on external technological infrastructure, the weakening of brand distinctiveness, and an increased likelihood of ethical and legal violations. It is argued that in the absence of adequate managerial control, generative content may lose strategic alignment with brand positioning and the long-term objectives of the enterprise.

Special attention is paid to the Ukrainian context, which is characterized by the combination of rapid adoption of AI solutions with human resource, institutional, and regulatory constraints intensified by wartime conditions. It is shown that under these circumstances generative artificial intelligence performs a dual role: on the one hand, it acts as a tool for improving the effectiveness of marketing communications; on the other hand, it requires clearly defined frameworks for responsible use. The article concludes that generative AI should be viewed as a driver of structural change in the advertising industry, the effectiveness of which depends on its integration into marketing management systems, the quality of managerial decision-making, compliance with ethical principles and legal requirements, and the ability of brands to maintain their distinct character.

Keywords: generative artificial intelligence, advertising, photo and video content, personalization, creative strategies, ethical risks, legal regulation.

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About the journal

Topics of the journal:

С1 Economics and International Economic Relations (by specialization)

D1 Accounting and Taxation

D2 Finance, Banking, Insurance and Stock Market

D3 Management

D4 Public Management and Administration

D5 Marketing

D7 Trade

J3 Tourism and Recreation

 

Keywords: economics , international economic relations , accounting , taxation , finance , banking , insurance , stock market , management , public management and administration , marketing , trade , tourism and recreation
Key information:
ISSN (print): 2411-4413
DOI: 10.37128
All-Ukrainian scientific and production journal “Economics, finance, management: topical issues of science and practical activity” is a peer-reviewed open-access journal that publishes original research, theoretical articles and reviews on a wide range of economic and business issues. The articles, which have scientific and scientific-practical significance, highlight theoretical and methodological aspects of the development of agrarian sector of economy and related industries, the results of fundamental and applied research.
 
The purpose of the journal is to highlight the results of fundamental and applied research in the field of economic sciences, aimed at developing modern approaches to managing economic processes, financial support for enterprise activities and increasing the efficiency of economic systems. The publication is focused on creating a scientific environment for the exchange of research results between scientists, higher education students and practitioners in economic sphere, as well as on the dissemination of modern scientific and methodological approaches to solving current economic and management problems. The journal contributes to the development of the research in the field of enterprise economics, finance, accounting, auditing, management, marketing, entrepreneurship, trade, tourism and recreation, public management and administration, economic development and international economic relations, which meets the modern needs of the socio-economic development of the state.
 
The journal’s objectives are:
 • publishing the results of fundamental and applied research in the fields of economics, international economic relations, finance, management, public administration, accounting, marketing, tourism and recreation, and entrepreneurship;
• promoting the development of modern methods of managing enterprises and organizations, increasing the efficiency of using financial and material resources;
• supporting the research aimed at improving the economic mechanisms of enterprise functioning, developing innovative activity, and increasing the competitiveness of economic structures;
• ensuring the scientific exchange of research results between higher education institutions, scientific institutions, and business entities;
• developing methods of economic analysis, forecasting, and modeling of socio-economic processes;
• disseminating of modern approaches to financial management, accounting, taxation, and control of economic activity;
• promoting the development of interdisciplinary research related to the economic support of the development of agrarian sector of economy and rural areas;
• integration of scientific research results into the international scientific space and increasing the level of scientific communication.
Publisher: Vinnytsia National Agrarian University
Link to the journal on the publisher’s website: ”Economics, finance, management: topical issues of science and practical activity”
Frequency of issue: 4 times a year.
Language of publication: Ukrainian, English.
Editor-in-Chief: Inna Honcharuk
State registration: Decision of the National Council of Ukraine on Television and Radio Broadcasting No. 1337 and No. 1178. Media identifier – R30-05171. Publisher registration number (EDRPOU) 00497236.
Publisher’s ROR: https://ror.org/05m3ysc06 Publisher’s DOI prefix: 10.37128 ISSN (print): 2411-4413
Publisher DOI prefix: 10.37128 ISSN (print): 2411-4413
The scientific journal is included in category "B" of the List of scientific professional publications of Ukraine, in which the results of dissertations for the degree of Doctor and Candidate of Sciences in the specialties C1 (051) - Economics, D1 (071) - Accounting and Taxation, D2 (072) – Finance, Banking, Insurance and Stock Market, D3 (073) – Management, D5 (075) – Marketing, D7 (076) – Entrepreneurship and Trade, (241) – Hotel and Restaurant Business, D4 (281) – Public Management and Administration (Order of the Ministry of Education and Science of Ukraine dated June 11, 2026 №928)
History of journal:

Founded in 1997 under the name ”Bulletin of Vinnytsia State Agricultural Institute”. In 2010-2014 it was published under the name “Collection of Scientific Papers of Vinnytsia National Agrarian University”. Since 2015 “Economics, finance, management: current issues of science and practical activity” (Certificate of State Registration of Mass Media No. 21154-10954 PR dated 12/31/2014).