Knowledge

You will gain knowledge of:

• Key AI concepts relevant to digital creators
• Different types of AI tools and their applications
• How AI impacts creative workflows and business models
• Ethical and legal aspects (copyright, integrity, transparency)
• Accessibility in AI-generated media (e.g. text-to-speech, subtitles)
• Limitations of AI technologies

Skills

You will learn to:

• Use AI tools to generate and edit content across media formats
• Apply AI in planning, production and analysis
• Build simple AI-driven automations
• Write effective and ethical prompts
• Evaluate AI-generated content for quality and relevance

Competencies

You will develop the ability to:

• Integrate AI into professional creative workflows
• Critically assess ethical and strategic challenges
• Collaborate across media disciplines
• Contribute to new methods in digital content creation

The course combines theory with hands-on, industry-relevant practice.

It includes:

• Practical assignments using AI tools
• Workflow-based production exercises
• Analysis and reflection tasks
• Project-based learning
• Independent work
• Feedback and iteration

Assessment is based on a combination of practical work and applied analysis.

You will be evaluated on your ability to:

• Use AI in creative workflows
• Analyze and evaluate AI-generated content
• Apply ethical and legal considerations
• Plan and execute AI-supported production
• Analyze performance and outcomes

The course includes a final applied project where you plan, produce and analyze a complete AI-supported production.

Assessment emphasizes professional quality, responsibility and structured working methods.