AI Literacy for Media Leaders
AI is rapidly transforming how media organisations produce, distribute, and analyse content. For leaders, this means making increasingly strategic decisions about AI: where it can genuinely add value, where risks emerge, and how innovation can remain aligned with the journalistic mission of the organisation.
The AI Literacy training for media organisations, developed by the Data School (Utrecht University), helps leaders make these decisions in an informed and responsible way. The course provides a clear understanding of what AI can—and cannot—do, and examines the organisational, journalistic, and societal implications of AI use in the media sector.
Programme content
AI is more than a technical tool. It is a sociotechnical system in which technological choices, organisational processes, and public values are closely intertwined. AI literacy enables leaders to understand these dynamics and to approach AI adoption strategically and responsibly.
Topics covered in the training include:
- The core building blocks of AI and how systems such as generative AI work
- Key trends and strategic challenges related to AI in the media sector
- Designing responsible AI workflows within editorial teams and organisations
- Communicating transparently about AI to readers, audiences, and stakeholders
- Developing and justifying AI policies within editorial and organisational frameworks
Training format
The training consists of interactive modules that combine conceptual explanations with practical examples from the media sector. Participants work with concrete cases and reflect on challenges relevant to their own organisations.
The programme is tailored to each organisation. We adapt the content to the specific context, strategy, and questions of your organisation.
Target audience
This training is designed for experienced media professionals in leadership roles—or those preparing for such roles—who are involved in strategic decisions about AI, including:
- Executives and board members
- Editors-in-chief and managing editors
- Team leaders and department heads
- Data, innovation, project, or content managers
- Senior journalists with coordinating responsibilities
No technical background or programming experience is required.
Practical information
The standard format consists of two sessions of four hours each. The programme can be extended or shortened depending on the needs of the organisation. Trainings are delivered in-house at a location of your choice.
Participants receive a certificate of participation from Utrecht University upon completion of the training.
While we currently offer the course in Dutch, adapting it to English or German is also an option. Interested? Contact us.