GENERATIVE AI TECHNOLOGIES IN PHOTOGRAPHY AND VIDEO RECORDING OF WEDDING EVENTS

In the context of the rapid development of generative artificial intelligence technologies, it is important to study the transformation of professional activities in the field of wedding photography and videography.The purpose of the study is to analyze the impact of generative solutions on the workflows of photographers and videographers, as well as to formulate recommendations for their effective and safe integration.The methodological basis is a systematic review of scientific publications, a comparative analysis of the traditional and innovative production process, SWOT analysis, and the results of expert interviews with practitioners.The study found that the use of artificial intelligence technologies significantly reduces the post-processing time for photos (through automated frame selection, batch settings, and local generative changes) and videos (through automatic synchronization of multi-camera material, rough editing, generative augmentation, resolution improvement, and slow interpolation).It was found that the integration of artificial intelligence at the stages of preparation (reference analysis, stylistic calibration), shooting (intelligent autofocus, tracking drones), editing (sky replacement, noise reduction, improved clarity) and delivery (personalized galleries, automatically generated photo collages and video previews) ensures increased productivity, improved service quality and the ability to focus on creative tasks.The SWOT analysis allowed us to outline potential benefits (acceleration of processes, stable technical quality, expansion of creative tools), risks (the need to acquire new competencies, technological dependence, standardization of style), opportunities (expanding the range of services, partnerships with technology companies, entering remote markets) and threats (devaluation of creative work, uncertainty in the field of copyright , ethical and security challenges).Summarizing the results, we can consider generative technologies as an effective tool for optimizing and innovating the industry, which requires further development of ethical standards, updating professional training, and creating a regulatory framework for intellectual property protection.