AI in Media

Saïd Business School via Coursera Specialization

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Details

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Provider

Coursera Specialization
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Duration & workload

4 weeks, 10 hours a week
Level

Beginner

Found in

Overview

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The media sector is undergoing a profound transformation driven by artificial intelligence. From the algorithms that decide what we watch to the tools used to create the content itself; AI is now at the heart of the media economy. In this three-course specialisation; you will explore the full spectrum of AI applications in media; gaining both practical insights and a high-level strategic overview of this rapidly evolving field. You will begin by deconstructing recommendation engines; understanding how organisations like Netflix and YouTube use data to maximise engagement. Next; you will delve into the creative potential of generative AI; mastering the tools used for synthetic imagery; video and audio while debating the philosophical nature of machine creativity. Finally; you will examine the practicalities of production; addressing critical issues such as copyright; disinformation; algorithmic bias and the development of AI-led business strategies. Whether you are a creator; executive; technologist or entrepreneur; this specialisation will equip you to lead in the age of AI.

Syllabus

Course 1: AI and Content Recommendation
Course 2: AI and Creativity
Course 3: AI and Production

Courses

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15 hours 15 minutes
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Build your subject-matter expertise This course is part of the AI in Media specialisation. When you enrol in this course; you'll also be enrolled in this Specialisation. ● Learn new concepts from industry experts ● Gain a foundational understanding of modern strategic tools ● Develop job-relevant skills with hands-on scenario-based projects ● Earn a shareable career certificate About this Course In a world where content is tailored to users, understanding recommendation algorithms is vital for any media professional. This course explores how organisations use machine learning to build 'models of you', predicting tastes in real time to maximise engagement and customer lifetime value. Through real-world examples such as Netflix and YouTube, you will discover how supervised and reinforcement learning drive the social feeds and streaming menus we use every day. You will also examine the societal risks of these systems, such as radicalisation and filter bubbles, and explore the 'algotorial' approach, where human editorial judgement balances algorithmic efficiency. Whether you are a marketer, producer, or strategist, this course provides the essential foundations of the modern media landscape. What you'll learn • Analyse the impact of artificial intelligence on the media value chain, specifically evaluating how recommendation algorithms function to maximise audience engagement and retention. • Apply core machine learning concepts—including content-based and collaborative filtering—to real-world media scenarios, while formulating strategies to mitigate ethical risks such as filter bubbles and algorithmic radicalisation. • Assess the emerging importance of AI optimisation and generative AI reputation, developing approaches for organisations to manage their visibility within large language models.
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15 hours 4 minutes
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Build your subject-matter expertise This course is part of the AI in Media specialisation. When you enrol in this course; you'll also be enrolled in this Specialisation. ● Learn new concepts from industry experts ● Gain a foundational understanding of modern strategic tools ● Develop job-relevant skills with hands-on scenario-based projects ● Earn a shareable career certificate About this Course Generative AI represents a communications revolution on par with the printing press or the internet. This course provides a deep dive into how large language models are transforming the creative process; offering creators a 'factory in the sky' that enables rapid; scalable content production. You will explore the mechanics of how these models work—predicting the next token through vast statistical patterns—and learn to use them to generate high-quality text; imagery; video and music. Beyond the tools; you will engage with the philosophical questions at the heart of the industry: Can a machine truly innovate? Does 'stochasticity' represent a new form of creativity? By the end of this course; you will understand how to harness AI as a creative partner; beating the bot to produce 'luxury' human-made content in an age of automated 'slop'. What you'll learn ● Explain the fundamental architecture of generative AI and Large Language Models, including the processes of tokenisation, vectorisation and next-character prediction. ● Apply a variety of generative tools to create diverse media assets, including high-fidelity images, synthetic video, audio and dynamic game environments. ● Analyse the philosophical and strategic debate regarding machine creativity, using the concepts of stochasticity and 'temperature' to distinguish between algorithmic remixing and original human vision. ● Assess strategic models for organisational 'self-disruption' that balance the adoption of generative efficiencies with the preservation of human-led creative excellence.
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20 hours 10 minutes
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Build your subject-matter expertise This course is part of the AI in Media. When you enrol in this course, you'll also be enrolled in this Specialisation. ● Learn new concepts from industry experts ● Gain a foundational understanding of modern strategic tools ● Develop job-relevant skills with hands-on scenario-based projects ● Earn a shareable career certificate About this Course As AI moves from the IT department to the centre of the office, production workflows are being radically reinvented. This course focuses on the practicalities of operating a media organisation in the AI era, addressing the technical, legal, and ethical realities of modern production. You will learn how AI aids in discovering new factual knowledge—from translating animal sounds to unravelling ancient scrolls—and how it can supercharge productivity in editing and research. Crucially; you will tackle the challenges of 'AI and the Truth'; examining bias mitigation; the lawsuit landscape surrounding copyright and the rise of AI agents. Through hands-on activities, you will apply your learning to design responsible, resilient and innovative strategies for the next generation of media organisations. What you'll learn ● Evaluate the transformation of media production workflows and the shift from marginal experimentation to core operational strategy. ● Analyse the impact of AI on media employment and productivity, identifying opportunities for human-AI collaboration versus displacement risks. ● Assess the risks of disinformation, deepfakes and algorithmic bias in journalism to maintain integrity in news gathering and content distribution. ● Examine the complex intellectual property landscape surrounding generative AI, including training data provenance and evolving copyright legislation. ● Outline robust AI compliance frameworks and select risk-weighted tools that align with regulatory standards and organisational values. ● Identify the key components of a comprehensive business proposal for an AI-driven media venture, incorporating market sizing and strategic resource allocation. ● Differentiate between Large and Small Language Models to optimise cost, energy efficiency and cultural specificity in scaling media operations.