Artificial intelligence and determining the authorship of electronic texts as a cultural problem

The article presents a set of electronic texts as a complex self-organizing system, which in its development goes through the stages of formation, structural organization, and development of general quality requirements. Three stages are identified in the development of electronic texts in movement along an evolutionary spiral. Each stage is characterized from the perspective of innovations that expand the technological capabilities of their creation and distribution on the Internet, including hypertext, web analytics, SEO optimization, Big Data, Artificial Intelligence. It is shown that the main problem at each stage was establishing authorship, which was subsequently overcome by various means. And as a result of the emergence of new technological solutions, electronic texts acquired the appropriate form and quality. The cultural potential is revealed and the degree of influence of all the constituent elements of electronic texts on certain areas of the digital transformation of modern society is assessed.