Introduction: How to get started with AI in media factory

This presentation serves as an introduction to AI in media production. It aims to assist those working as journalists or in public relations departments by showing how artificial intelligence can make their work more effective and improve quality. I have delivered this presentation to various organizations and enterprises over the past few months. This version is from autumn 2023, which means that some aspects may have changed since then.
I discussed how media enterprises utilize AI and my experiences using it as a freelance journalist. Additionally, I introduced various tools and explained how to use them. I also covered the potential downsides of artificial intelligence.

1. BETTINA BLASS
HOW TO GET STARTED WITH CHATGPT
AND OTHER AI SYSTEMS

2. Introduction to AI for
Communication
Departments in
International Enterprises
As AI becomes a part of everyday life, it's essential for international
enterprises to keep up. This presentation will provide a comprehensive
overview of the benefits and challenges of introducing AI to the
communication department.
BBby Bettina Blass

3. „I believe there is a world market
for maybe five computers."
Thomas Watson, Chief IBM, 1943

4. „The Internet will not become a
mass medium."
Matthias Horx, Futurologist, 2001

5. „The iPhone will never in
its life gain significant
market share. No chance.“
Steve Ballmer, Ex-CEO Microsoft, 2007

6. What is AI?
1Machine Learning
AI technology that enables
computer systems to identify
patterns and learn from data
with little human
intervention.
2Natural Language
Processing
Using algorithms to analyze,
understand, and generate
human language.
3Computer Vision
Enabling machines to interpret visual data from the world, including
images and videos.

7. HOW MEDIA CREATORS USE AI
BETTINA BLASS

8. Advantages of using AI
Cost reduction
AI can help reduce costs by
automating repetitive tasks
and reducing the need for
human intervention.
Efficency
By automating processes, AI
can reduce the time taken to
execute certain tasks, which
can give the organization a
significant competitive
advantage.
Scalability
AI can adapt to the
increasing volume of data,
requests and interactions an
enterprise must deal with as
it expands.

9. BETTINA BLASS
THE WOW-EFFECT
‣40% time savings (Quelle: science.org)
‣18% Prozent higher quality (Quelle: science.org)
‣Approximately 500 new AI tools are introduced to the market every week. (Quelle: Stroer/Telekom)

10. KI Applications in the Communication
Department
1 Analytics
AI can quickly process vast amounts of data, providing insights into website traffic, social
media engagements and ad performance.
2 Content Creation
AI tools can assist in the creation of high-quality written and visual content, by proposing
themes and formats or suggesting images and videos.
3 Personalization
Using AI to analyze customer data can help communication departments personalise their
messaging to target customers more effectively.

11. BETTINA BLASS
▸Responding to reader letters and social media
▸Speech-to-Text - for transcribing interviews/podcasts or quickly finding a statement in long videos like parliamentary debates
▸Tagging and documentation
▸Writing press releases - but also reading, understanding, evaluating, and summarizing them
▸Drafting content
▸Brainstorming
▸Overcoming writer's block
▸Creating, planning, and analyzing social media posts; community management; recognizing and addressing hate speech
▸Generating accessible content
▸Creating content for very niche audiences more quickly
▸Creating avatars for sign language
▸Detecting deep fakes
▸Recognizing individuals in videos
EXAMPLES FROM MEDIA OUTLETS FOR AN ARTICLE IN DJV-NRW JOURNAL
IMPORTANT: JUST BECAUSE IT'S
POSSIBLE DOESN'T MEAN IT'S
(CURRENTLY) BEING DONE!
Go to article – in German

12. BETTINA BLASS
BIGGPT: AI RADIO (IN GERMAN)
https://www.bigfm.de/webradio/biggpt

13. BETTINA BLASS
STUDIO47
Podcast in German: https://www.djv-nrw.de/startseite/info/aktuell/podcast-ohne-block-und-bleistift

14. BETTINA BLASS
AI IN SOCIAL MEDIA: WHAT’S NEWSWORTHY
https://www.ap.org/discover/artificial-intelligence

15. BETTINA BLASS
WASHINGTON POST AND AI
https://www.washingtonpost.com/pr/2023/05/24/announcement-publisher-ceo-fred-ryan-posts-next-steps-ai-innovation/

16. HOW I USE AI
BETTINA BLASS

17. BETTINA BLASS
GENERATING HEADLINES
PROMPT!

18. BETTINA BLASS
IDEAS FOR BETTER PROMPTING
▸Put X in the spotlight! Write in a more casual way! Incorporate aspect Y!
▸Role-based Prompting: "You're a local journalist.“ / "Imagine you're an SEO
specialist.“ / „Step into the shoes of a PR expert."
▸Include text: "Write in this style."
▸"These are quotes A, B, C. The topic is X. Craft a report from them.

19. BETTINA BLASS
RESEARCH (CAUTION)
ChatGPT in Bing with source citation – Beware of hallucinations

20. BETTINA BLASS
GENERATE TOPICS
I AM LOOKING FOR
TOPICS FOR A FINANCE BLOG FOR
PEOPLE AGED BETWEEN 30 AND 50. IT
CAN COVER TOPICS SUCH AS
INSURANCE, INVESTMENT, REAL
ESTATE, OR RETIREMENT
PLANNING.
THESE TOPICS ARE VERY GENERAL.
CAN YOU PROVIDE FIVE MORE SPECIFIC
ONES?
DO YOU HAVE MORE INFORMATION ON
TOPIC FIVE FOR ME?

21. BETTINA BLASS
GENERATE KEYWORDS (THEY ARE NOT ANALYZED!)
ALSO POSSIBLE: “CREATE SHORT,
MID AND LONG TAIL KEYWORDS”
WHAT KEYWORDS SHOULD BE
INCLUDED IN AN ARTICLE ABOUT
LEVERKUSEN?
IT'S AN ARTICLE FOR A TRAVEL BLOG.
PROVIDE ME WITH MORE SPECIFIC
KEYWORDS!

22. BETTINA BLASS
USING AI TO WRITE BETTER
QUATSCH

23. BETTINA BLASS
TURN THIS TEXT INTO AN INSTAGRAM
POST WITH EMOJIS AND HASHTAGS!
SNACKABLE CONTENT FOR DIFFERENT PLATFORMS – 1

24. BETTINA BLASS
SNACKABLE CONTENT FOR DIFFERENT PLATFORMS – 2
TURN THIS FACEBOOK POST INTO A
STORYBOARD FOR AN INSTAGRAM REEL

25. BETTINA BLASS
TURN THIS FACEBOOK POST INTO TEN
POSTS FOR X!
SNACKABLE CONTENT FOR DIFFERENT PLATFORMS – 3

26. BETTINA BLASS
WRITE IN A MORE CASUAL WAY
SNACKABLE CONTENT FOR DIFFERENT PLATFORMS – 4

27. BETTINA BLASS
TO PLAN AND ORGANIZE A MULTIMEDIA LONG READ
1
2
3

28. BETTINA BLASS
TEXT2PIC: DALL-E IN BING, CANVA, MIDJOURNEY, STABLE DIFFUSION
https://labs.openai.com/
https://dallery.gallery/
the-dalle-2-prompt-book/
I WANT TO WRITE AN ARTICLE
ABOUT HOW TOILET PAPER IS USED
AROUND THE WORLD. DO YOU HAVE 10
IDEAS FOR THE ILLUSTRATION?

29. BETTINA BLASS
CREATING AN EDITORIAL PLAN

30. WHAT AI TOOLS ARE THERE?
BETTINA BLASS

31. AI TOOLS
LfM Toolübersicht
‣Claude
‣Sage
‣Llama (Meta)
‣und andere
App Poe
DeepL Write
=Llama
Clever KI Tools
ChatGPT
BETTINA BLASS
There is an AI for that

32. BETTINA BLASS
HOW TO START
▸ChatGPT: https://chat.openai.com/ or using the app (Android/Apple),
Register with mail address and mobile phone number
▸Bing Chat: Browser Microsoft Edge or app für Android/Apple, registration
with Microsoft login
▸App Poe (Android/Apple), mail address and mobile phone number, you
have limited access to Sage, ChatGPT, Claude, Claude +, Llama and GPT-4
▸Bard (https://bard.google.com/), Google account

33. BETTINA BLASS
CHATGPT AS IT IS OR AS BING CHAT

34. BETTINA BLASS
PERPLEXITY.AI

35. BETTINA BLASS
RYTR

36. WHAT ELSE IS POSSIBLE?
BETTINA BLASS

37. How is AI Used?
Customer Service
AI-powered voice assistants can
handle customer queries, freeing
up human agents for more
complex tasks.
Social Media
Chatbots can engage with social
media users 24/7, increasing
brand awareness and customer
engagement.
Automation
AI can automate repetitive tasks,
freeing up employees to focus
on more strategic activities.

38. BETTINA BLASS
▸Providing recommendations for nearby attractions near a hotel
▸Writing recipes
▸Writing birthday and condolence cards
▸Writing job application
▸Analyzing and correcting code
▸Creating a strengths and weaknesses profile of an idea
▸Comparing products
AI MAY HELP IN MANY WAYS
More examples in German

39. BETTINA BLASS
CANVA FOR PICTURES
https://www.canva.com/your-apps/text-to-image

40. BETTINA BLASS
STABLE DIFFUSION FOR PICTURES
https://stablediffusionweb.com/

41. BETTINA BLASS
TO COLOR BLACK AND WHITE: PALETTE.FM
https://palette.fm

42. BETTINA BLASS
IMPORTANT TO KNOW
▸There is not one single right solution; it depends on what you want.
▸I say: Bard is not as good as ChatGPT yet.
▸ChatGPT provides different responses depending on the hosting
platforms: On OpenAI, the software is more creative, while in the Bing
Chat, it provides sources and is connected with Dall-E.
▸Smaller providers often offer more specialized solutions.
▸Poe is good for getting an overview of various models.

43. AND WHAT ABOUT LAW?
BETTINA BLASS

44. BETTINA BLASS
IT’S DIFFICULT
▸AI is trained with copyright material. However, the result is usually so far from
the source that this is not a problem. But you never know! There is no guarantee.
The question of how the AI was trained on a technical way makes also a
difference. The so called "Scraping" is okay.
▸There would be a copyright problem while writing a new Harry Potter edition
based on the well-known characters with the help of AI.
▸Only humans can own copyrights. There is no copyright on AI-generated
content. Question: How much does man change? Important in minimum for
Germans: Authors must submit copyrighted work and are liable for the content.

45. BETTINA BLASS
TALKING ABOUT TRANSPARENCY

46. WHAT’S WRONG WITH AI
BETTINA BLASS

47. Challenges in introducing AI into the work
environment
Data Privacy
Data privacy regulations, such
as GDPR and CCPA, must be
adhered to, so employees must
be trained and processes
implemented to maintain
compliance.
Cybersecurity
Connectivity to the internet
opens communication
departments to cyber threats.
AI-specific safety protocol must
be put in place to prevent data
breaches.
Job Displacement
As routine tasks become
automated, some employees
may be made redundant,
requiring the enterprise to
implement re-skilling and other
programs to address job
displacement issues.

48. BETTINA BLASS
THE DARK SIDE
▸Very high energy consumption. "According to these calculations, the Bing AI is by far the biggest
power guzzler with 7,200 MWh. Almost two lignite-fired power plants, like the ones in Neurath in
North Rhine-Westphalia, would be needed to meet this demand for electricity. Depending on the
source, the power plant there emits between 18.67 million and 22.08 million tons of the climate killer
CO2 per year.” (Source: https://www.cio.de/a/amp/microsofts-bing-ki-groesster-stromfresser-
mit-7-200-mwh)
▸Many users will believe everything they read because they do not (yet) understand the difference to
search enginesUrheberrechtsprobleme und Lizenzierungen
▸Ethical and moral issues: Clickworkers train ChatGPT for penniesBias-Gefahr durch Programmierende
▸AI will cost jobs
▸Fraudsters become very convincing with WormGPT or FraudGPT

49. „The development of artificial intelligence
could be either the worst or the best
thing that has happened to humans.“
Stephen Hawking, astrophysicist, 2017

50. Zusammenfassung und Ausblick
Key Takeaways
•AI enables communication departments to
work faster, more efficiently, and more
effectively.
•AI can improve customer engagement,
loyalty and can help organizations gain a
competitive advantage.
The Future of AI
The ongoing development of AI will lead to
increased adoption of the technology, providing
more opportunities for organizations to create
value and achieve goals.

51. Paulo Coelho
The highest form of
ignorance is when you
reject something you don't
know anything about