Artificial Intelligence for Communicators: Strategies and Workflow in the Digital World

MODULE I. Fundamentals of Artificial Intelligence

Academic Lead / Instructor: Roberto Valarezo

Duration: 5 hours

Learning Objective: To develop in participants a general understanding of the fundamentals of Artificial Intelligence.

Module Content:

• Understanding the peculiarities of Artificial Intelligence and debunking its myths.
• Basic principles of AI: machine learning, deep learning, neural networks, natural language processing, Approximate Reasoning.
• Introduction to libraries and tools used in Artificial Intelligence.
• Case studies: AI in content personalization and other applications.

MODULE II. Prompt Engineering

Academic Lead / Instructor: Diego Latorre

Duration: 14 hours

Learning Objective: To train students in the effective use of AI generative tools and prompt engineering techniques to enhance creativity and effectiveness in digital communication.

Module Content:

• Understanding an LLM: CHATGPT – GEMINI - COPILOT
• Syntax principles of a prompt
• Incidents and contrast of hallucinations
• Basic prompting techniques
• Common errors when drafting prompts
• Problem-solving
• Advanced prompting techniques
• Chatbot personalization
• Basic Generative tools
• Case studies: Prompting for creative applications.
• Prompt hacking

MODULE III. Digital Narratives in the Era of Artificial Intelligence

Academic Lead / Instructor: Gabriela Astudillo

Duration: 9 hours

Learning Objective: To train participants in the creation and optimal management of content for social networks using AI based on an effective strategy grounded in a narrative context.

Module Content:

• Analysis of the current context of AI and its interaction with the Internet, as well as its influence on contemporary culture and society.
• Evolution of digital narratives within the framework of AI highlighting its development and transformation.
• Uses of AI in storytelling: profile prediction, content scanning, and user perception.
• Data Storytelling as Data Narrative in the Data Era to transform complex data into understandable and visually appealing stories that inform, persuade, and prompt action.
• Evaluation of the effect that digital narratives have on the audience and their level of engagement.
• Development of effective methods to integrate storytelling in various digital formats, including texts, images, and videos.
• Case studies: to develop skills in building digital narratives that leverage AI capabilities.

MODULE IV. Content Strategy Management Created with AI

Academic Lead / Instructor: Samantha Villacrés

Duration: 15 hours

Learning Objective: To train participants in the creation and optimal management of content for social networks using AI based on an effective strategy grounded in a narrative context.

Module Content:

• Overview of advanced AI generative tools applied to multimedia digital communication strategy. This includes:

   

  • Control in AI image generation: Generative prompting techniques and recommendations to take advantage of the advanced features of tools such as Dall E and Midjourney.
  • Correction and enhancement of AI photographs: Exploration of practical AI functions for time optimization in visual enhancement and intelligent editing of photos. Among which some processes stand out such as: upscaling, creative enhancing, Bg removing, watermark removing, among others.
  • Enhancement and generation of AI video: Practical application of communication capabilities in video of Heygen, mainly for avatar creation, language translation, and video editing. While with Runway ML the full creative potential of this tool capable of generating videos from text, animating images, erasing elements, among others, will be unleashed.
  • AI audio generation: Natural voice generation from text with Eleven labs and fun music creation on any topic with Suno.
  • Automated content creation management: Practical workflow driven by artificial intelligence applications for efficient content SEO strategy management. This includes the planning, creation, automated management of publications process using tools such as Microsoft Designer, Canva, among others.
  • AI copywriting support: Managing the copywriting process combining a personal creative approach with the potential of AI to achieve impactful and effective messages. Thus refining every aspect of the advertising strategy without losing connection with the audience.
• Use of Artificial Intelligence in the workflow of a marketing agency. Potentials, risks, and challenges.

MODULE V. Ethics and Laws Associated with AI in Digital Communication

Academic Lead / Instructor: Mauricio Martínez

Duration: 5 hours

Learning Objective: To promote a solid ethical and legal understanding of the implications of AI in digital communication and content creation.

Module Content:

• Ethical principles in the use of AI in communication and content creation.
• Risk management associated with AI handling
• Relevant legislation and regulations.
• Case studies.
• Discussion of ethical dilemmas related to AI.

Evaluation Mechanism

Certificate of Approval

At the end of the course, participants must meet a minimum of 80% total attendance and pass the grading components with a minimum of 80%.

Upon meeting these requirements, the Universidad San Francisco de Quito will grant a certificate for the number of academic hours completed.

The Universidad San Francisco de Quito will award a digital badge of the academic achievements earned as a participant. This badge is a digital version of the academic certificate which can be shared online more efficiently and serves as a reliable method to verify certification in real time. 

General Public Rate: $600
Early Payment Rate: $550 (April 19)
Group Rate (3 pax): $550

USFQ Community Rate: $560 

The payment for the program can be made through the following methods:

* The program coordination reserves the right to suspend or reschedule the activity if the minimum required number of students is not met or due to force majeure. In such cases, the full amount paid will be refunded to enrolled students as soon as possible.