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AI Applied to Communication Projects Blanquerna - Lavinia

AI Applied to Communication Projects Blanquerna - Lavinia

Enrolment open

Enrollment

Modality
In-person
Languages
Catalan, Spanish
Duration
30 hours
Date
October 28, 2025
Ending Date
December 2, 2025
Planning
Tuesday and Thursday from 6 pm to 9 pm
Location
Blanquerna-URL - Plaça Joan Coromines. 08001 Barcelona
Faculty
School of Communication and International Relations

LAVÍNIA

Learn more at the upcoming Open House

Date: October 7
Location: Lavinia (Carrer de Pujades, 79, Barcelona).
Time: 6:00 PM

Summary

The course "AI Applied to Communication Projects" is a joint initiative between Blanquerna - Ramon Llull University School of Communication and the Lavinia Group, with the participation of active professionals from the audiovisual and communication sectors.

The program's goal is to equip participants to conceptualize, develop, and execute communication and content creation projects leveraging AI, addressing them comprehensively and adapting them to various challenges and needs. Participants will learn to design their own production workflows, both automated and non-automated, integrating AI tools for creating and editing text, audio, images, and videos, and customizing them based on the specific requirements of each project. The course also covers the creation and training of customized GPTs, as well as the integration and optimization of tools to maximize efficiency and quality in content production. Additionally, ethical and legal aspects will be addressed to ensure responsible use of AI in communication and audiovisual production.

The course consists of 30 hours across 10 modules and 3 hours of in-class work, with a practical methodology based on real-world application of tools and use cases.

Intended participants

Professionals looking to enhance their artificial intelligence skills within the communication sector.

General objective of the course

To empower participants with the abilities to comprehend, choose, and utilize AI tools in communication across text, audio, image, and video formats. This includes: Crafting custom GPTs; automating processes; facilitating technical integration among different tools; and addressing ethical and legal considerations.

Outcomes of learning

Grasp the essentials of AI and its influence on communication.
Utilize AI tools to create and modify content in text, audio, image, and video formats.
Train and deploy custom GPTs tailored to specific requirements.
Construct integrated workflows incorporating automation.
Identify ethical and legal challenges via case studies.
Complete a capstone project that synthesizes the learned concepts.

Course Program

Module 1: Introduction to AI in Communication

Objectives:

Understand the basic concepts of Generative AI.
Explore how AI influences communication and review the current applications landscape.

Content:

Basics of AI and its application to text, voice, images, and video.
Current and inspiring use cases in media and businesses
Relevant tools for industry use cases.

Practical activity (project initiation):

A workshop analyzing tasks, projects, interests, and roles of the students to propose a communicative challenge (individual or in pairs) that will serve as the foundation for the final project. Students have the option to tackle a challenge provided by Lavinia or to develop one of their own.

Module 2: AI for Text and Prompting

Objectives:

Create and enhance textual content using AI.
Master the art of prompting to achieve the best results.
Learn to interact with specific content
Gain knowledge of alternative tools for specific uses

Content:

Text generation and analysis tools (ChatGPT Plus, Perplexity, Gemini, NotebookLM, etc.).
Advanced prompting techniques for various purposes (generation, summarization, rewriting, ideation).
Interaction with specific-use tools: transcription, translation, presentation generation, storyboards, project dossiers, etc. (Whisper, Gamma, LTX Studio, etc.).

Practical activity (Project):

Create textual content for the project using different tools and prompting techniques.
Practical exercises to improve prompts for more accurate and creative results.
Based on concepts covered in class, reflect on use cases and draft the first version of the final project.

Module 3: Creation of GPTs and Basic Optimizations

Objectives:

Introduction to GPTs and their use cases
Train and deploy a custom GPT with your personal data.
Understand the basics of optimization and automation with GPTs.

Content:

Creation of customized GPTs (concepts, steps, limitations).
Defining data structures for training a GPT.
Introduction to basic automations and connections with GPTs at a conceptual level

Practical activity (Project):

Define the data structure for a customized GPT linked to the project (can be a prototype).
Plan a small optimization or automation that could be implemented with the created GPT.

Module 4: AI for voice and sound

Objectives:

To generate quality synthetic voice.
Clone voices for content creation.
To improve audio and apply dubbing or audio description with AI.

Content:

Use cases for voice and sound in Generative AI (with existing tools and custom developments)
Synthetic voice, cloning, and dubbing tools (ElevenLabs, Heygen).
Sound/music generation (Suno, Udio)

Practical activity (Project):

Create an audio segment (narration, voice-over, voice cloning, or musical piece)

Module 5: Introduction to AI for Images

Objectives:

Understand the current state and capabilities of AI for image creation
Learn to use generative AI for images based on the communicative context.

Content:

Overview of market trends, state-of-the-art, and processes for creating, editing, and enhancing images with AI (Midjourney
Review of image generation use cases in communication contexts (journalism, corporate, advertising, entertainment, etc.)
Creation, editing, and enhancement of images from text using tools like ChatGPT+ and Freepik (integrator of various models)

Practical activity (Project):

Create, edit, or enhance images for specific communicative purposes.

Module 6: AI for video

Objectives:

Understand the current state and capabilities of AI for video generation
Learn to use generative AI for video based on the communicative context.

Content:

Overview of market trends, state-of-the-art, and processes for creating, editing, and enhancing videos with AI (Runway, Kling, Higgsfield, Veo2, Veo 3, Minimax, etc.)
Review of video generation use cases in communication contexts (journalism, corporate, advertising, entertainment, etc.)

Practical activity (Project):

Create a video clip using image-to-video + prompting or text-to-video techniques

Module 7: Process Automation

Objectives:

Understand the possibilities offered by process automation
Learn to design automation processes and develop pilot tests

Content:

Presentation of how automations work and their use cases, based on integration software (n8n)
Introduction to modular thinking
Initiation to automation with n8n

Practical activity:

Workshop to define a workflow for potential automation.

Module 8: Ethics and Regulations in AI

Objectives:

Comprehend the ethical risks, biases, and legal implications of AI.
Examine real-world examples of unethical or problematic AI applications in communication.

Content:

Bias, Privacy, and Security considerations.
Relevant regulations and standards.
How to incorporate responsible AI use (by individuals, companies, and organizations)

Activity:

Analysis of one’s own activity or organization and definition of an action plan or necessary elements to implement an AI usage policy for the company/organization/user.

Module 9: Project Refinement and Final Presentation

Objectives:

Refine created content and products
Present the project

Content:

Project refinement in the classroom with teacher supervision.
Presentation of projects.
Internal feedback among participants and faculty.

Practical activity (Project):

Finalization of the project, presentation, and exchange.

Module 10: Masterclass on AI Integration in Audiovisual and Communication

Objectives:

To understand how a company in the industry implements AI, navigating technological and strategic shifts.
Explore real-world examples of generative AI applications in communication and their business impact.

Content:

Masterclass led by the president of a prominent communications and technology firm.
Case studies showcasing AI integration, its obstacles, and triumphs.
Discussion on future prospects, opportunities, and ethical dilemmas.

Activity:

Open debate with the speaker, resolution of queries and exchange of ideas among participants.

Tuition fee

1,750 euros

Alumni discount: 15%

Antoni Esteve

President of the Lavinia Group

Antoni Esteve Avilés is a Catalan journalist and entrepreneur with extensive experience in the communication and audiovisual sectors. A graduate in Information Sciences, he began his career at Mundo Diario and Ràdio Peninsular. He later worked at El Periódico de Catalunya and spent 14 years at TVE, where he served as a correspondent in Paris and Rome. In 1994, together with Victòria Piany, he founded the Lavinia Group, a leading company in audiovisual production and communication services. A professor of television and new technologies for 32 years, he is also a board member of the Eurecat research center. Passionate about foresight and new technologies, particularly those related to communication, he is the editor of the AI-focused outlet Paréntesis.MEDia.

Beatriz Martín Valcárcel

Consultant in Generative AI and Digital Transformation

Beatriz Martín Valcárcel is a Computer Engineer with an MBA and a Master’s in Big Data, boasting over 25 years of experience in digital transformation and training. She has worked as a strategic consultant and educator at institutions such as SGS, ISDI, and the International University of Catalonia, training leaders and teams in digital strategy, new technologies, and applied artificial intelligence.

She has led innovation projects in agencies and tech companies, developing digital strategies, AI prototypes, and business integration models. She has held roles as Chief Digital Officer (CDO) at BBDO & Proximity Spain, JWT, and Doubleyou, as well as in start-ups and digital consultancies.

Passionate about new technologies, teaching, innovation, and the application of AI to society, she balances her professional work with research on emerging technological trends and their impact on the job market.

Cristina Mont Castro

Director of Lavinia AI

Cristina Mont Castro has over 10 years of experience in corporate communication, business development, and strategic planning. At the Lavinia Group, she has driven cross-functional and innovative projects aimed at organizational growth and transformation. She currently leads the Group’s new company, Lavinia AI, which integrates various initiatives related to artificial intelligence, communication, and audiovisual production.
Her career began in journalism, working for various media outlets before transitioning to corporate and business communication. She has also managed international projects from Brussels, innovation initiatives, and pursued funding opportunities.
A graduate in Journalism and Audiovisual Communication, she holds an Executive MBA from Esade and a certificate in B2B management.

Marc Mallafré

Graduate in Audiovisual Communication. Master’s Degree in Advertising Art Direction. PhD candidate in Communication at Ramon Llull University. Began working in advertising agencies in 1998. Has worked for clients such as Coca-Cola, Bacardi, Torres, SEAT, Audi, Volkswagen, Skoda, OCB, and ROOR at agencies including GREY, DDB, Momentum, Road, Pavlov, and Aftershare. Since October 2022, has worked with generative AI tools such as: Midjourney, Adobe Firefly, Mystic, Freepik, Magnific, Flux, Dall-E, Runway, Kaiber, Kling, and Hailuo.

Their work as an AI creator has been published in: PROMPT Magazine (Italy) and 365+ ART (Japan).

Professor of creativity and art direction for undergraduate and master’s programs at Blanquerna since 2016.

Albert Iruela

Graduate in ICT Organization Engineering (La Salle).

Founder and CEO of Omnios. A company founded in 2019 that develops and implements AI solutions specialized in natural language processing. Previous experience in technology consulting and participation in various training and entrepreneurship programs (Imagine Silicon Valley, MarkeTic, etc.).

Pau Esplugas

Generative Video Producer and Digital Marketing Specialist

Pau Esplugas is a generative video producer, specializing in creating visual content by integrating various AI-powered creative tools with traditional post-production software. His work explores new audiovisual languages that combine narrative, design, and technology to create immersive and innovative experiences.

Between 2013 and 2024, he lived in the United States, where he studied Digital Arts and Visual Communication at Bellevue College and built a solid career in digital marketing, video production, and multimedia content creation. His profile blends artistic vision, technical expertise, and a strong ability to transform ideas into visually impactful stories.

Àlex Solà

Director of New Projects at Lavinia Audiovisual

Àlex has directed documentary series such as El món de Pepe Rubianes (3Cat) and Ruiz-Mateos: el primer fenómeno viral (RTVE Play), as well as programs like Planeta R (La2), among others. He has contributed to the adaptation and development of formats such as Zenit, No pot ser!, and L'Altaveu. He holds a degree in Journalism from UAB and a postgraduate degree in Filmmaking from the New York Film Academy.

Adrià Soler

Journalist Specialized in AI Applied to Communication

A journalist specializing in generative AI and digital content, graduated in Journalism from Pompeu Fabra University. He has worked as a writer for RTVE and Mediaset and has coordinated Paréntesis Mèdia, an AI and immersivity portal promoted by the Lavinia Group. Through Lavinia, he provides training on generative AI applied to communication for companies, public institutions, and Blanquerna (URL). He collaborates with the Journalists’ Association in the EduMèdia media literacy workshops to combat disinformation in educational centers across Catalonia.

Josu Eguiluz

Legal Advisor at Adevinta (legal advisor for Infojobs in the AI Sandbox and AI-related matters) Professor of Digital Law in undergraduate, dual-degree, and master’s programs at NSP, Deusto, ISDE, EBIS Business Techschool, etc.

Industrial PhD candidate in Fundamental Rights + AI at Pompeu Fabra University, Barcelona SuperComputing Center, and Adevinta. Certified CIPP/E by the IAPP in 2024. Author of legal articles on digital law for LaLeyDigital, Aranzadi, Privacy and Digital Law Journal, etc.