Program Overview

University Program: Microcredential in Artificial Intelligence in Media

The Microcredential in Artificial Intelligence in Media is a university program designed to provide continuous training to professionals working in the media industry, introducing them to generative AI and its increasingly extended use by media outlets and professionals.

Program Description

The program aims to offer a comprehensive understanding of artificial intelligence and its impact on the media sector, enabling professionals in radio, television, and digital media in Ibero-America to identify and comprehend key AI applications, develop practical skills, foster innovation and creativity, and understand the ethical and social implications of AI in media.

Objectives

The program's objectives are to:

• Provide a comprehensive understanding of artificial intelligence and its impact on the media sector
• Enable professionals to identify and comprehend key AI applications in media
• Develop practical skills in using AI tools and platforms relevant to media work
• Foster innovation and creativity in applying AI to optimize media processes and generate new solutions
• Understand the ethical and social implications of AI in media, including privacy, disinformation, and the future of employment in the sector
• Encourage collaboration and critical thinking to address current and emerging challenges in digital media

Learning Outcomes

Upon completing the program, participants will acquire:

• Technical competencies in AI applicable to media contexts
• Analytical skills to interpret data and trends related to AI in media
• Ability to implement innovative content and distribution strategies based on AI capabilities
• Solid understanding of ethical and legal considerations related to AI use in media

Subjects

The program covers the subject of Artificial Intelligence in Media, with a focus on:

• Identifying key AI applications in media and their impact on journalism, content production, and distribution
• Developing practical skills in using AI tools and platforms
• Fostering innovation and creativity in applying AI to media processes
• Analyzing ethical and social implications of AI in media

List of Topics

The program includes the following topics:

• Overview of AI in media
• History and evolution of AI in the sector
• Basic concepts of AI and machine learning
• Key applications in journalism, content production, and distribution
• AI applied to journalistic work
• Tools for content generation, editing, and visualization
• Synthetic journalism and new professional profiles
• Best practices for integrating AI into editorial workflows
• Development of technical and creative skills
• Use of AI tools for data analysis and visualization
• Creation and use of digital avatars
• Analysis of data and audience personalization
• IA in digital advertising
• Institutional context and international trends
• Ethical, privacy, and emerging challenges

Evaluation System

The evaluation system consists of:

• Attendance to classes (30%)
• Active participation (30%)
• Practical project chosen by the student (40%)
  • Options include:
    • Automated news generation with AI
    • Fact-checking with AI tools
    • Data analysis and visualization with AI for investigative journalism
    • Proposal for ethics and best practices in AI use in media

Methodology

The program requires:

• Mandatory attendance to at least 80% of sessions, unless justified
• Dispensation of work schedule during course hours
• Professor evaluation based on attendance and participation

Opportunities

The program is aimed at professionals in the media industry, including:

• Journalists
• Producers
• Scriptwriters
• Conductors
• Realizers

Program Details

• Duration: From 02/10/2025 to 31/10/2025
• Timetable: 02/10/2025, 16h-19h; 03/10/2025, 16h-19h; 13/10/2025, 16h-19h; 17/10/2025, 16h-19h; 20/10/2025, 16h-19h; 24/10/2025, 16h-19h; 27/10/2025, 16h-19h; 31/10/2025, 16h-19h
• Price: 150
• Edition: First
• Credits: 3
• Places: 35
• Mode of delivery: Non-attendance (online)
• Language: Spanish

Admission Requirements

• Workers, collaborators, grant holders, and students in practice, between 25 and 64 years old, from Ibero-American media outlets, with special attention to those belonging to the Association of Educational and Cultural Television of Ibero-America.
• Eligibility criteria: Workers, collaborators, grant holders, and students in practice from Ibero-American media outlets, with special attention to those belonging to the Association of Educational and Cultural Television of Ibero-America.