HUTECH-ers explore the potential of AI in media with expert from Macquarie University
- 19/04/2025
To equip students with a deeper understanding of how artificial intelligence (AI) is transforming the media landscape, the Department of International Relations and Project Management at Ho Chi Minh City University of Technology (HUTECH) hosted a workshop on April 18, titled “Is AI a Threat to Media Jobs?”
The workshop brought together lecturers from the Faculty of Marketing and International Business, along with students from media and marketing disciplines across the Faculty of Communication and Design, the Faculty of Marketing and International Business, and the Institute of International Education
In her opening remarks, Ms. Nguyen Lan Huong, Deputy Head of the Department of International Relations and Project Management, emphasized the importance of staying ahead of technological trends, especially AI, in a constantly evolving media environment. She noted that AI is having a profound impact on how students access information, approach learning, and plan their careers. She hoped the session would inspire students to develop flexible thinking and adaptability in the digital era.
Ms. Nguyen Lan Huong emphasized the importance of staying ahead of technological trends, especially artificial intelligence (AI)
Serving as the keynote speaker, Dr. Sarah Keith, Senior Lecturer in Media and Communication at Macquarie University (Australia), shared diverse, practical insights into the growing influence of AI in the creative industries. Drawing from her research and hands-on experience, she described AI as a smart assistant that can boost both efficiency and creativity in media production.
Dr. Sarah Keith offered multifaceted insights into the growing presence of AI in the creative industry
Dr. Keith highlighted how AI is increasingly capable of supporting nearly every stage of the creative process, from brainstorming ideas and creating compelling content (writing, researching, and summarizing) to optimizing images, editing professional videos, composing music, and even building virtual characters. However, the growing popularity of AI also raises concerns about the potential for it to replace human jobs, an issue that sparked many thoughtful questions from students during the discussion.
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Faculty and students attentively listen to the speaker’s insights
In response to these concerns, Dr. Keith emphasized that no matter how powerful AI becomes, it cannot fully replicate core human qualities, such as emotional intelligence, limitless creativity, and flexible thinking. She encouraged students not to fear being replaced, but instead to see AI as a smart teammate they can collaborate with to amplify their ideas and improve the quality of their work.
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Lively discussions between the speaker and audience shed light on emerging issues in AI
The workshop also tackled ethical and legal challenges tied to AI, including content authenticity, intellectual property disputes, and the lack of transparency in data collection and usage. Dr. Keith stressed the importance of ethical, informed use of AI, especially for students who are just beginning to engage with these technologies.
Small gifts were presented to outstanding students
Wrapping up the session, Dr. Keith offered insights into recruitment trends. Today, many media companies favor candidates who are skilled in using AI tools. However, she pointed out that emotional resonance and a unique personal touch are still key to making a strong impression. “A combination of tech proficiency and personal identity,” she said, “is what gives you a competitive edge in today’s job market.”
The workshop explored thought-provoking academic and ethical issues surrounding AI in media
The workshop offered students a comprehensive and practical perspective on the role of AI in media, while also prompting valuable discussions around ethics and academic inquiry. In an era of rapid digital change, staying curious, adaptable, and ethically grounded will be essential for students aiming to build successful, future-ready careers.
News: Ngân Hà
Photo: Quốc Đạt - Công Định
Communication Center
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