For journalists, advertisers, publicists, and media creators, understanding AI will be key to operating in the rapidly changing media environment. Generative artificial intelligence (AI) is revolutionizing knowledge production industries, especially media industries. The efficient production of written and visual content, along with the possibility of strategic insights derived from large language models, stands to radically transform how media is produced and consumed.
However, simply understanding the tools is not enough – it’s important to develop an ethical framework for how to best deploy AI given the potential pitfalls for both consumers and creators.
In this self-paced course, you will explore the transformative potential of generative AI for media industries, along with its ethical threats to the human users of these technologies. You will develop an ethical framework for evaluating these technologies, and apply this framework in specific media contexts, including journalism, advertising, public relations, and media production.
The course takes approximately two to three hours to complete. You’ll learn to:
- Demystify how GenAI works.
- Understand how AI tools like ChatGPT actually work.
- Strengthen ethical judgment and develop an ethical framework.
- Learn to identify risks such as bias, copyright, and misuse before they cause harm.
- Apply AI responsibly
- Practice using the ethical framework to evaluate new tools and ensure they align with professional standards.
- Improve workflow efficiency by understanding where automation and AI add value without replacing human professionals.
Baylor University Faculty and Staff: If your department is covering the cost of this course, please reach out to extendedlearning@baylor.edu to request the Intercompany Payment form. Once you've completed the form, you’ll receive further instructions on how to proceed with registration.
