AI and Production

Saïd Business School via Coursera

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Paid Certificate Available
Duration & workload

20 hours 10 minutes
Sessions

Self-Paced
Level

Intermediate
Subtitles

English

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Part of

AI in Media

Overview

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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.

Syllabus

Specialisation Introduction: AI in Media

This specialisation equips media professionals and business leaders with a comprehensive understanding of how AI is transforming the media industry. Across three interconnected courses, you'll explore the recommendation algorithms powering platforms like Netflix and YouTube, examine the capabilities and limitations of generative AI tools and develop practical strategies for integrating AI into media workflows responsibly. You'll critically assess both opportunities and risks, including copyright complexities, bias mitigation, disinformation threats and compliance requirements. Designed at Oxford Saïd Business School, this series prepares you to navigate the evolving media landscape, build AI-informed strategies and harness these technologies to drive innovation whilst maintaining ethical and legal standards. Please note that this introductory module is common to all courses in the AI in Media specialisation. If you have already studied the 'AI and Content Recommendation' or 'AI and Creativity' courses, you can skip this section, unless you find a recap useful.

Course Introduction: AI and Production

In this course, you will explore how AI is fundamentally reshaping the entire production workflow, offering unprecedented gains in productivity and calculating power. Beyond the technical processes, this course tackles the critical business, legal and ethical frameworks necessary to survive and thrive in this new era. From navigating complex copyright challenges and mitigating algorithmic bias to structuring robust compliance guidelines, you will gain a 360-degree view of the risks and rewards.

Al and Jobs in Media

The integration of Artificial Intelligence is fundamentally altering the media landscape, from recruitment strategies to the technicalities of post-production. In this module, you'll examine the evolving relationship between AI and human employment, debating whether technology serves as a replacement or a collaborative 'co-pilot'. You'll also explore how machine learning accelerates idea discovery and revolutionises editing workflows, empowering you to work smarter in a competitive industry.

AI and The Truth: Journalism/Disinformation and Bias

In an era where synthetic media is becoming indistinguishable from reality, the relationship between Al and the truth is becoming the defining challenge for the information ecosystem. This module examines the dual impact of artificial intelligence on journalism: as a powerful tool for innovation and a potent accelerant for disinformation. You will explore how Al transforms news gathering, the mechanics of algorithmic bias and how to mitigate it, and the emerging role of Al agents in reshaping audience engagement.

AI and Copyright

Generative AI is fundamentally altering the media landscape, but its reliance on vast datasets has sparked a critical global debate over intellectual property and copyright. In this module, you'll navigate the complex legal and ethical tensions between AI innovation and creative rights. You will examine the arguments surrounding ‘fair use’ versus infringement, analyse high-profile lawsuits between media organisations and tech giants, and evaluate the varying value of training data. Finally, you will explore how the industry is moving towards resolution through new licensing models, content marketplaces and strategic partnerships.

Planning for AI Compliance in Media

As Artificial Intelligence becomes integral to media production, navigating its legal and ethical landscape is critical for sustainable operations. In this module, you'll examine the strategic implementation of AI, exploring how to select a suite of risk-weighted tools that align with global regulatory environments. You will also analyse real-world compliance frameworks from major broadcasters and learn to mitigate specific risks, such as hallucination, through rigorous human oversight.

Practical Steps for AI Strategy in Media

In this module, you will synthesise the production realities of artificial intelligence to define a clear identity for a media business. You will explore the fundamental strategic choice between building a fully AI-integrated ‘factory in the sky’ or carving out a niche as a purely human, analogue enterprise. Furthermore, you will master the practical tools required to convert these ideas into a fundable reality, learning how to structure a professional business proposal that speaks the language of investors.

Small Language Models

While Large Language Models (LLMs) have dominated the artificial intelligence landscape, their significant operational costs and energy consumption mean they are not always the optimal solution for every business challenge. In this module, you will explore the strategic importance of Small Language Models (SLMs) in scaling an AI-driven organisation efficiently. You will examine why media businesses are increasingly turning to these bespoke, culturally specific models to ensure narrative consistency in video games and television properties while reducing overheads. Furthermore, you will investigate the lifecycle of developing an SLM, understanding how domain-specific corpora and tailored training techniques can deliver superior, bias-free results for targeted creative tasks.

Course Conclusion

This final module consolidates your learning from across the course, summarising the practical implementation of AI in media companies—from the vital foundations of copyright and compliance to the implications for employment and how to structure a business plan that leverages the intersection of media and AI. Finally, you will apply your knowledge through a peer-reviewed assignment that challenges you to create an initial business proposal for a new AI-powered media venture, and to develop an AI compliance plan for a media company that addresses creator empowerment, copyright ownership, and intellectual property protection.

Specialisation Conclusion: Media and AI

You have now navigated the entire landscape of Artificial Intelligence in media, moving from the mathematical precision of recommendation algorithms to the stochastic magic of generative creation, and finally to the hard realities of production workflows and business strategy. You now possess a holistic understanding of how the ‘factory in the sky’ is not merely changing how content is made, but fundamentally altering the economic and ethical structures of the industry. As you move forward, you are equipped not just to use these powerful tools, but to lead the strategic conversations around copyright, compliance, and the vital human-AI partnership that will define the next era of media.