Artificial Intelligence and Communication Workshop
Key approaches to understanding and applying generative AI in today’s communication ecosystem from a critical and professional perspective
Description
Collaboration agreement between the Basque Institute of Public Administration (IVAP) and the University of the Basque Country for the development of university micro-credentials.
Generative artificial intelligence is reshaping the way we approach the analysis and production of informational content. This course focuses specifically on generative AI and its applications within the field of communication, exploring how this technology can be used to create resources for both academic study and professional practice.
In the context of disinformation and media literacy, the study of artificial intelligence is particularly relevant, as it redefines how information is disseminated, produced, and verified. Analysing these processes helps us understand how traditional criteria of credibility are shifting, and what skills citizens need in order to navigate an information environment increasingly shaped by algorithms.
Objectives
Understand the fundamentals of generative AI.
Apply generative AI in the context of communication.
Develop practical skills in working with generative AI.
Analyse the ethical, social, and professional implications of generative AI, such as disinformation and media literacy.
Learning outcomes and type of achievement
- Understand the basic principles of generative artificial intelligence and language models, identifying their potential, limitations, and main applications in the fields of communication and journalism.
- Apply generative AI tools in a practical manner for the analysis, production, and adaptation of news content, while respecting professional and communicative standards.
- Verify information and assess the reliability of sources in algorithmically mediated digital environments, identifying risks of disinformation and errors derived from the automated use of data.
- Critically analyse the ethical, social, and professional implications of the use of generative AI, incorporating criteria of transparency, accountability, and media literacy into communicative practice.
Access prerequisites and admission criteria
Required age: between 25 and 64 years old (during the activity period).
Level of learning experience according to EQF European Qualifications Framework
EQF 6 / MECU 7 / MECES 2
ESCO, European Skills, Competences, Qualifications and Occupations competency frameworks
Using communication techniques
Applying communication techniques that enable interlocutors to understand one another better and to communicate accurately when conveying messages.
Working with digital devices and applications
Carrying out simple digital tasks such as using pre-configured hardware, searching for information on the internet, using standardised software for communication or collaboration with others, or for creating and editing simple content, and choosing from existing standard measures designed to protect devices, personal data and privacy in digital environments.
Evaluation tests
- Practical evaluations: 4. Tasks: (Practical exercises)
- Online evaluations: 1. Interactive questionnaires
- Online evaluations: 4. Discussion forums
Activity directed to
- All public
- University student
- Students not from university
- Professionals
- Legal Service professionals of the Basque Government.
Methodology
The methodology combines lecture-based components with workshop-style tasks and concludes with self-assessment modules.
Organised by
In collaboration with
Directors
Simón Peña Fernández
UPV/EHU
Simón Peña Fernández is a professor in the Department of Journalism at the University of the Basque Country (UPV/EHU). Throughout his academic career, he has mainly taught courses related to journalistic writing, online media and digital content design. He is a member of the Gureiker research group within the Basque university system. His main research interests focus on online journalism, social communication and artificial intelligence applied to communication.
Speakers
María Ganzabal Learreta
María Ganzabal Learreta es doctora en Periodismo (1996) y profesora agregada en el Departamento de Periodismo de la UPV/EHU desde 2011, donde actualmente ejerce como secretaria académica. Su trayectoria profesional combina la comunicación corporativa con la experiencia internacional en la revista New Woman (Nueva York). Como investigadora, integra el grupo Gureiker, habiendo participado en numerosos proyectos y publicaciones especializadas. En el ámbito docente, imparte asignaturas de grado como Periodismo Social y Participativo o Narrativas Multimedia y Transmedia, además de colaborar en los másteres de Comunicación Social y de Estudios Feministas y de Género.
Ainara Larrondo Ureta
Ainara Larrondo Ureta es profesora titular del Departamento de Periodismo en la Universidad del País Vasco (UPV/EHU) y posee una trayectoria consolidada en comunicación digital, pública e institucional. Su actividad integra docencia, transferencia y gestión, y es desde 2016 coordinadora el grupo de investigación consolidado Gureiker del Gobierno Vasco. Ha liderado y participado en más de una decena proyectos competitivos de I+D sobre retos vinculados a la transformación del ecosistema mediático, tanto del Ministerio de Ciencia e Innovación, como de la UE y diversas universidades. Ha sido colaboradora en convenios universitarios con el ámbito institucional y de medios, entre otros, Diputación de Bizkaia, Ayuntamientos, Colegio Vasco de Periodistas o aula-empresa EITB-UPV/EHU.
Urko Peña Alonso
Urko Peña Alonso es investigador contratado en la UPV/EHU. Es graduado en Comunicación y obtuvo el Máster en Comunicación Social. Sus principales líneas de investigación son la inteligencia artificial aplicada a la comunicación, las redes sociales y la desinformación.
Simón Peña Fernández
UPV/EHU
Simón Peña Fernández is a professor in the Department of Journalism at the University of the Basque Country (UPV/EHU). Throughout his academic career, he has mainly taught courses related to journalistic writing, online media and digital content design. He is a member of the Gureiker research group within the Basque university system. His main research interests focus on online journalism, social communication and artificial intelligence applied to communication.
Amaia Perez de Arriluzea Madariaga
Kutxabank
Amaia Perez de Arriluzea Madariaga es analista de datos sénior y sociolingüista computacional en EUDAN, además de doctoranda en la UPV/EHU en el ámbito de la sociolingüística computacional. Su trabajo se sitúa en la intersección entre la analítica de datos, la inteligencia artificial y las ciencias sociales computacionales, con especial atención al procesamiento del lenguaje natural, el análisis de redes sociales, la visualización de datos y el estudio de dinámicas lingüísticas en entornos digitales. Combina investigación académica, análisis aplicado y formación, ayudando a trasladar metodologías avanzadas de IA y análisis de datos a contextos profesionales e institucionales de forma clara y accesible.
Jesús Ángel Pérez Dasilva
Jesús Pérez Dasilva es licenciado en Periodismo (1998) y doctor (2006) por la UPV/EHU, donde ejerce como profesor desde 2001. Ha ocupado cargos como vicedecano (2009-2012), director de máster (2016-2018) y miembro de la Comisión de Evaluación Docente (2016-2021). Integrante del grupo Gureiker, ha sido profesor visitante en Cambridge y Sevilla, y ha participado en programas Erasmus+ en varias universidades europeas. Ha colaborado en 29 proyectos de investigación, liderando seis, y es coautor de numerosas publicaciones científicas. Cuenta con tres sexenios y centra su investigación en ciberperiodismo, innovación social y redes sociales.
Registration fees
If the microcredential has already started there will be no refund of the enrolment fee.
| Registration | Until 23-04-2026 |
|---|---|
| 32,30 EUR |
| Insurance | Until 23-04-2026 |
|---|---|
| 4,00 EUR |
Venue
Online
Online
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