The relevance of the study is due to the fact that digital technologies have not only expanded the possibilities for creating and processing static and moving images and sound. Their appearance have raised many questions about the work of art authenticity that does not have a material original, about the digital power over human perception and the artist’s fate in the era of the artificial intelligence development. In this regard, the author conducts a content analysis of modern research on the digitalization impact on the culture development and its role in the art process. In classical aesthetics, creativity means producing something new, unforeseen, and unexpected. It’s no good confusing aesthetic novelty and technical innovation. Machines are not yet capable of creating fundamentally new things. In essence, they reproduce the old, which is a problem for many theorists of digital culture, because the widespread penetration of artificial intelligence into all spheres of human activity, including art, will ultimately lead to our getting the dictates of the old.