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Instructor - Yves Bergquist
Yves is an AI researcher and the director of the “AI & Neuroscience in Media” Project at USC’s Entertainment Technology Center (ETC). A research center at USC’s School of Cinematic Arts, ETC brings together all the Hollywood studios as well as large tech companies to study the impact on technology in the media industry. Yves is also the co-founder and CEO of Corto, an AI startup developing AI tools to understand the deep semantics of stories, audiences, and digital cultures. Corto is in Private Beta with a dozen studios, advertising agencies, and global consumer brands, and is already used to develop film, TV, and branded content. In addition, he is a member of the Digital Storytelling Lab at Columbia University’s School of the Arts, and a member of the Generative AI Task Force at The Academy of Motion Pictures Arts and Sciences.
Course Overview
AI is one of the most important yet misunderstood technologies of our time. This is due to its unique position at the intersection of four key attributes: critical importance, technical complexity, exploratory potential, and narrative appeal.
This course is designed to help non-technical media executives engage with AI in a coherent and thoughtful manner. It provides foundational knowledge to help participants to effectively evaluate AI tools, models, use cases, and implementation strategies they may encounter in their daily work.
Participating in this course provides non-technical media executives with a valuable opportunity to gain a foundational understanding of artificial intelligence (AI), a transformative technology that is reshaping the media industry. Designed with practical applications in mind, the program equips participants with insights and strategies to evaluate AI tools, models, and use cases, empowering them to effectively integrate AI into their organizations.
Learners will develop the skills to assess AI's capabilities, create actionable roadmaps, establish budgets for AI adoption, and lead ethical, high-impact AI initiatives. By breaking down the complexities of AI, the course enables executives to make informed decisions, enhance creativity, and improve operational efficiency. Additionally, it addresses key challenges, such as mitigating misinformation and managing technical intricacies, ensuring participants are well-prepared to leverage AI responsibly and effectively.
- A general understanding of the media industry's operational and strategic challenges.
- An interest in exploring innovative technologies to enhance creativity, efficiency, and decision-making.
- A willingness to engage with foundational concepts of AI, including its tools, models, and implementation strategies, to evaluate their relevance and impact in real-world scenarios.
Learning Objectives
- Analyze the potential applications of AI within the media industry and determine which use cases align with organizational goals and resources.
- Evaluate the strengths and limitations of different AI tools and models, considering technical, ethical, and organizational implications.
- Apply principles of computational thinking to assess AI technologies and their potential impact on media production workflows.
- Develop a roadmap and budget plan for the mindful implementation of AI solutions in a media organization, incorporating risk assessment and success metrics.
- Explain the reasons behind the success or failure of specific AI initiatives, using evidence-based reasoning to support decision-making processes.