Artificial intelligence is transforming journalism at speed — and agricultural journalists need to understand both the opportunities and the risks it brings. This four-week online course, led by media strategist Adam Tinworth, will explore what AI really is, how it can support research and production workflows, and where its limits lie. From uncovering stories and boosting accessibility to navigating SEO shifts and protecting your work, the sessions are designed to give you practical insights and critical awareness so you can use AI tools confidently and responsibly in your reporting.
The course will start on start on Thursday 6 Nov at 12pm and will run every Thursday for four weeks.
It will delve into the following:
Week 1: Understanding AI – 6 Nov
- What is AI?
- Difference between large language and diffusion models
- What can AI do – and what can’t it do?
- AI in journalism – what are people doing?
- AI and audiences – what does the research show?
- What are the risks and opportunities?
Week 2: AI for research – 13 Nov
- Using AI to find stories
- Safe uses of AI in your research workflow
- Using AI as a research tool – what can it do (and what can’t it do)
- Fact-checking the output
- Could agentic AI take this further?
Week 3: AI for production – 20 Nov
- Using AI to for audience research
- AI and SEO
- AI and social media
- The AI-assisted sub
- How to use AI to make your work more accessible
Week 4: Brace for Impact – 27 Nov
- Where AI is going to hurt
- Protecting your business from AI
- Protecting your work and your clients’ sites from the worst impact
- Making your case when publishers think AI can do everything
- How will SEO change reader relationships?
- What opportunities does this give us
Those registered for the course will be able to re-watch and catch up on sessions if unable to attend live.
