The era of rapid technological progress in the field of artificial intelligence and machine learning has forced us to pay attention to the analysis of the impact of neural networks on the segment of the online sphere. The focus is on the study of the evolution of the user experience on the Internet under the influence of machine learning. The methods of analysis include the procedure for analyzing existing methods, comparison, statistical processing and the use of expert assessments. A special place in the work is given to ethical issues and challenges related to the spread of neural networks, such as information reliability, digital identity, data confidentiality and changes in the labor market. As a result of the research, the main directions of the impact of machine learning technologies on the online sphere have been identified: personalization of the provided content, automation of communication with the user, improvement of security and optimization of user experience. The results show a significant change in the interaction of Internet users and Internet resources under the influence of machine learning technologies.