The introduction of artificial intelligence (AI) into education has become one of the most controversial innovations of our time. On the one hand, end-to-end digital technologies are already firmly embedded in production practice, and employers are increasingly looking for employees who can work with neural network technologies. On the other hand, educators face several negative phenomena when students use AI. The lack of reliable statistical data on the positive impact of AI on the quality of education also causes concern.In the article, the authors explore the possibilities of using intelligent tools and services at various stages of educational product development. The leading role of instructional design as the main methodological tool for improving the quality of education and effective integration of AI is noted. The modern definitions of the concept of “instructional design” are analyzed, its general characteristics are derived, and the most common models of its implementation are described. The stages of creating an educational product are described, and the content of each of them is revealed from using the functional capabilities of AI tools. The peculiarities of intellectual services application are illustrated by the example of the development of the course “Project Activity Management” for the first-year undergraduates at the profile “Digital Pedagogy” of Mari State University. Queries for analyzing the needs of the target audience, formation of the training course thematic plan, creation of training materials, implementation of the course in practice are proponed. For these and other tasks, AI tools and services are selected. It is concluded what actions should be taken in the professional education area to accelerate its technologization and reduce risks from the use of intelligent digital technologies. The authors conclude that instructional design is highly relevant and the practice of introducing AI in its implementation is spreading