HOW THE MICROSTOCK ECONOMY IS CHANGING UNDER THE INFLUENCE OF AI DEVELOPMENT

The rapid development of artificial intelligence is leading to the shortening of the life cycle of digital products and services. Companies are being forced to adapt more quickly to emerging technologies, update their offerings, and implement innovations in order to remain competitive. This is particularly relevant for microstock platforms, where the automation of processes and the use of AI for content generation can significantly transform traditional business models. With the application of machine learning algorithms, it has become possible to automatically evaluate and filter content, which greatly facilitates user interaction but also increases the complexity of managing content usage rights. The aim of this article is to explore the impact of artificial intelligence on the visual digital content market, particularly on the microstock economy, through the implementation of automated systems for generating, monetizing, and promoting digital products. Additionally, the article analyzes the importance of developing effective legal frameworks to ensure copyright protection for market participants. The article presents a detailed analysis of the microstock market as one of the key components of the modern digital technology sector. The main drivers of its development in the near future are identified. The study highlights the pivotal role of artificial intelligence-based technologies in transforming the traditional business models that have shaped the relationships between stakeholders in the microstock market. It examines the direct correlation between the integration of AI-based image generation tools into microstock platforms and the significant decline in sales volumes for traditional producers of commercial visual content. The article also outlines approaches to safeguarding the copyright of image and video creators whose works are used to train AI models on major microstock platforms. Finally, it offers conclusions on alternative pathways for traditional creative industry businesses to adapt to the new rules of the microstock marketplace.