Media Matters for Democracy (MMfD) recently organised a workshop on the innovative use of artificial intelligence (AI) in creative industries at the University of Central Punjab (UCP) in Lahore.
The workshop, held from 29 to 30 October 2024, was led by MMfD’s Executive Director Asad Baig and facilitated by tech consultant Jareeullah Shah. About 21 faculty members and selected students attended the event.
The primary objective of the two-day workshop was to underscore the importance of AI, particularly Large Language Models (LLM), in transforming the media and creative industries.
The sessions focused on the potential role of AI in various fields, including public relations, film, digital content creation, journalism, and more. The trainers demonstrated how AI can enhance personalisation, targeting, and real-time content optimisation in PR and Advertising.
“AI and Large Language Models [LLMs] are reshaping how we think, create, and communicate,” says Jareeullah Shah. “Instead of seeing them as a threat, we should view them as tools that can amplify human creativity and open new possibilities across media, journalism, and storytelling.”
During the sessions, participants gained expert insights into leveraging AI for generating high-quality content and search engine optimisation (SEO). The workshop also explored AI-driven innovations in scriptwriting, automated VFX, and determining audience analytics.
A major highlight of the session was the creation of custom GPTs tailored for specific industries, brands, or creative needs, allowing highly specialised content generation.
Ethical challenges such as AI bias, misinformation risks, and the importance of human oversight in AI-generated content were discussed, too.