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EBU Academy Workshop 2024: AI and transformation

28 October 2024
Participants gather on a staircase at the EBU Academy Workshop 2024, in Reykjavik
Participants at the EBU Academy Workshop 2024, in Reykjavik

As crisp autumn winds swept through Reykjavík, learning and development professionals gathered for the EBU Academy Workshop 2024. Generously hosted by our Icelandic Member, RÚV from 24-25 October, the workshop was a vibrant convening of minds to explore the future of learning in public service media.

This year, the spotlight was on two pivotal topics:

  • The role of AI in learning 
  • The value of learning in driving the transformation of PSM organizations. 

Over two days, participants were immersed in inspiring and practical workshops, discussions, and networking mixers.

Day 1: Exploring AI and Learning for PSM

The first day was all AI's impact on learning within PSM. In her opening keynote, Dr Linda Heimisdóttir, CEO of AI company Miðeind explained how her team is integrating the Icelandic language into ChatGPT, something with direct benefits for RÚV journalists.

The second presentation was machine written and machine delivered, and offered an AI-gen vision of learning within PSM in the AI age. Spoken by an avatar created by innovators from BR NXT, at Bavaria’s Bayerischer Rundfunk (BR), it set out how AI can revolutionize staff development based on just nine human-written prompts.

The EBU Academy School of AI team explained what thwy have learned this year about raising AI literacy and upskilling, and seven EBU Members shared their own stories. We also shared the outcomes of a study co-run with the EBU Media Intelligence Service (MIS) on EBU Members' next must-learn AI skills. 

The afternoon workshops, led by EBU Academy School of AI Faculty Members Mark Egan and Jyri Kivimäki, AI Content Coach at YLE, gave practical insights into using AI tools in learning departments and strategies to help develop an AI-positive culture. Not only were the classes packed with ideas, but participants found them enormous fun.
 
Key takeaways:

  1. We’re still in a period of AI preparedness. At YLE, Jyri Kivimäki explained the simple goal in 2024 - for all staff to understand what AI is, how it can be used and how not to use it.
  2. Cross-team collaboration on AI is vital. Sveriges Radio has an AI Council and SVT has established an AI Hub to steer on issues. EBU Academy School of AI has collaboration at its heart.
  3. Learning teams can use AI as they’re teaching about it. Tools provide the chance to broaden how professionals are supported via micro learning formats and personalization, for example.

Day 2: The value of learning in PSM transformation

Focusing inward, we explored the critical role of learning in driving organizational transformation. 

Hildur Sigurðardóttir, Director of HR at RÚV, explained how Iceland’s public service media is supporting staff AI literacy and the value of learning by doing, offering the example of producers using AI.

EBU Transformation Services consultant Natalia Beregoi delivered a workshop on embedding learning within transformation, exploring various models and sparking debate on how to earn recognition for learning as a strategic priority.

As the event drew to a close, we gave participants a preview of the EBU Academy’s priorities for 2025, followed by reflections and closing remarks from the Academy’s Committee Chairman, Frédéric Olivier, Head of Learning and Development at Belgium’s RTBF.
 
Key takeaways:

  1. Learning about AI is critical. Training and Development professionals are well positioned to lead important conversations within their organizations.
  2. Learning teams need to build the right metrics. Data can be used to demonstrate the impact of training, such as tracking how many skills are taught.
  3. Those working in learning need to learn too. Sharpening human skills like communication and influencing will help keep staff development an important priority within PSM.

A look ahead
 
The EBU Academy Workshop 2024 reinforced the vital importance of continuous learning to PSM’s future. Participants returned to their respective organizations wielding new knowledge and a renewed commitment to driving learning forward within PSM.
 
Reykjavík, with its blend of modernity and tradition, was the perfect backdrop for this transformative gathering. The conversations and insights sparked there will continue to echo across our learning and development communities, inspiring even greater strides in the evolution of public service media.

Relevant links and documents

Written by


Justin Kings

Head of EBU Academy

kings@ebu.ch