AI Applied to Blanquerna - Lavinia Communication Projects

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

• Understand the fundamentals of AI and its impact 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.
• Develop a final project that integrates the knowledge acquired.

You will acquire the skills to understand, select, and apply AI tools in communication (text, audio, image, and video), including creating custom GPTs, automating processes, technically integrating various tools, and considering ethical and legal aspects.

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 tools, 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 tools, 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, addressing questions and exchanging ideas among participants.