On May 23, 2025, the Media Digitalization Lab: Transformation, AI, People, organized by the Latvian Media Industry Competence Center (LMNKC), took place. The event brought together a broad range of local and regional media professionals, with a focus on change management and the practical application of artificial intelligence (AI) in journalism and editorial work.
LMNKC organized several hands-on workshops in the lab, emphasizing learning by doing – with practical activities tailored to the day-to-day needs of the media industry.
AI Workshops: From Chatbots to Audiovisual Tools
The first workshop, “How to Use Generative AI Chatbots for More Efficient Work?”, was led by communication architect and AI expert Ilze Rassa. In this two-hour practical session, media representatives gained in-depth insights into using chatbots like ChatGPT, Gemini, Copilot, Claude, and Perplexity for content creation, idea generation, and information structuring. Participants also explored how to integrate these tools into daily workflows, such as creating article templates, automating responses to frequently asked questions, and conducting more efficient research.
The second workshop, “AI Audiovisual Tools for Media Professionals”, led by digital marketing and new media expert Artūrs Mednis, focused on audiovisual AI technologies. In the first part, participants received an overview of AI technology developments and their impact on the global media landscape. The second part featured practical demonstrations of tools for creating visual and audio content with minimal resources – from automatic transcription and translation to video generation and animation. Participants gained valuable tips for enhancing creative and efficient workflows.
Managing Change – How to Become the Choice of the Future?
A valuable perspective on implementing change in the media industry was provided by the workshop “Change Projects: Team Reactions from Different Angles”, led by digital transformation and innovation expert Miķelis Bendiks. It focused on how to successfully implement change – not only technologically, but also from a human perspective – addressing internal culture, communication, and employee engagement. As Bendiks emphasized: “Technology is not the obstacle – people are the key.”
In addition to the workshops, the event also featured keynote speeches, including one from Baiba Zūzena, Board Member of Latvian Public Media, on the media’s potential to become the choice of the future, and a lecture by director Jurijs Djakonovs on the importance of improvisation and continuous learning in change processes.
The Path of Digital Growth Continues
The lab concluded with a strong impetus to continue driving digital transformation in the media landscape.
Media training will continue throughout the summer – LMNKC will implement a training program covering AI and fact-checking, data analysis, audience-tailored content, as well as media ethics, copyright in the context of AI, and disinformation countermeasures.
About the Project:
The project is supported by the European Union’s Recovery and Resilience Facility (RRF) with the aim of enhancing the digital competencies of media professionals, strengthening local media operations, and improving competitiveness in today’s changing environment.
The views and opinions expressed in this publication are those of the author(s) and do not necessarily reflect the views of the European Union or the European Commission. Neither the European Union nor the European Commission can be held responsible for them.
