Samenvatting van het vak: Tools en AI in management en communicatie van de master Meertalige Professionele Communicatie. De samenvatting bestaat uit een combinatie van de powerpoints uit de les samen met eigen notities. Het bestand is duidelijk gestructureerd per les.
SAMENVATTING
TOOLS EN AI IN
MANAGEMENT
EN COM-
MUNICATIE
Master Meertalige Professionele Communicatie 2023-2024
,Tools en AI Master Meertalige Professionele Communicatie
Inhoudsopgave
Les 1: Inleiding: AI in bedrijfscommunicatie (12/02/2024) ............................................................................ 4
Vak Tools en AI: .................................................................................................................................................... 4
Afspraken ........................................................................................................................................................ 4
Artificiële intelligentie in bedrijfscommunicatie................................................................................................... 5
Terminologie.................................................................................................................................................... 5
AI in bedrijfscommunicatie: functies ............................................................................................................ 10
AI in bedrijfscommunicatie: risico’s en uitdagingen ..................................................................................... 12
AI in bedrijfscommunicatie: onderzoek ........................................................................................................ 15
conclusie........................................................................................................................................................ 18
Les 2: Forummoderatie: automatische detectie van haatspraak (19/02/2024) ............................................. 20
Inleiding.............................................................................................................................................................. 20
Waarom haatspraakdetectie? ....................................................................................................................... 20
Definitie(s) haatspraak....................................................................................................................................... 21
Wat is haatspraak? ........................................................................................................................................ 21
Datasets ............................................................................................................................................................. 23
Datasets voor automatische haatspraakdetectie ......................................................................................... 23
Datasets voor automatische haatspraakdetecties ........................................................................................ 23
Methodes voor automatische haatspraakdetectie ............................................................................................ 24
Resultaten van McAveney ............................................................................................................................. 29
Belangrijkste features.................................................................................................................................... 29
Uitdagingen ................................................................................................................................................... 29
Les 4: Geen les.......................................................................................................................................... 37
,Tools en AI Master Meertalige Professionele Communicatie
Chatbots ............................................................................................................................................................. 42
Taak 1: sociaal converseren ........................................................................................................................... 42
Taak 2: taakgericht converseren ................................................................................................................... 42
Taak 3: heeft een bot een ‘persoonlijkheid’? ................................................................................................ 43
Taak 4: buiten de lijntjes kleuren .................................................................................................................. 43
Taak 5: analyse van taal en gedrag ................................................................................................................ 43
Taak 6: MPC-checklist .................................................................................................................................... 44
Les 6: Gastles: Hans Donckers: Moving up the HR analytics ladder .............................................................. 46
Achtergrond: filosofie......................................................................................................................................... 46
Is that really so? ................................................................................................................................................. 46
The HR tech space ......................................................................................................................................... 47
Analytics: the HR data goldmine ................................................................................................................... 48
Listen: filling the blind data sports ................................................................................................................ 50
Should we do that? ............................................................................................................................................ 51
Do we know the boundaries? Do we have our answers ready? ................................................................... 51
Crossing ethical bounderies? ........................................................................................................................ 52
No black box .................................................................................................................................................. 52
We should want to have AI behave at our best ............................................................................................ 52
les 7: Applying ChatGPT to Multilingual Professional Communication – Dr. Pieter Fivez ............................... 54
1. Artificial Intelligence ................................................................................................................................. 54
Deep Learning: Neural networks (2010s-now .............................................................................................. 54
ChatGPT-4: better at official exams than ChatGPT........................................................................................ 55
GPT-4 Image processing: practical uses ........................................................................................................ 56
GPT 4- image processing: does it understand humor? ................................................................................. 56
GPT 4-image processing: does it understand emotion? ............................................................................... 57
GPT4- societal impact.................................................................................................................................... 57
Dystopian AI? Google musicLM .................................................................................................................... 58
Dystopian AI? Visual reconstruction from fMRI brain imaging ..................................................................... 58
Dystopian AI? Neuralink ................................................................................................................................ 59
Dystopian AI? Text to video (Sora) ................................................................................................................ 59
2. Chat GPT a new era in AI .......................................................................................................................... 59
ChatGPT: a new era in A.I .............................................................................................................................. 59
Chat GPT “The IPhone moment” .................................................................................................................. 60
Chat GPT: What is it? ..................................................................................................................................... 60
Before ‘human allignment’ ........................................................................................................................... 63
3. Concrete use cases in MPC: some suggestiosn......................................................................................... 65
Practical excercises............................................................................................................................................. 66
Les 8: grote taalmodellen en chatGPT bespreking practica .......................................................................... 67
Feedback ............................................................................................................................................................ 67
les 9: GASTCOLLEGE: sentimentanalyse ..................................................................................................... 67
Reputatiemanagement ...................................................................................................................................... 67
Focus op 1 specifieke stakeholder: klanten .................................................................................................. 68
Sentiment- en emotieanalyse ....................................................................................................................... 68
Waarom? ....................................................................................................................................................... 68
Toepassen op verschillende niveaus ............................................................................................................. 69
Demo ............................................................................................................................................................. 69
Crisiscommunicatie ....................................................................................................................................... 70
ALFASent ....................................................................................................................................................... 71
Conclusie ....................................................................................................................................................... 73
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, Tools en AI Master Meertalige Professionele Communicatie
Les 10: sentimentenanalyse en monitoring ................................................................................................ 74
sentimentanalyse ............................................................................................................................................... 74
Online monitoring .............................................................................................................................................. 74
Casestudy d’Andrea et al. (2019) ....................................................................................................................... 74
Les 11: bespreking practica + examenvragen .............................................................................................. 76
Grote taalmodellen ............................................................................................................................................ 76
ChatGPT ......................................................................................................................................................... 76
Gemini ........................................................................................................................................................... 76
Genereren van mediacontent: ChatGPT en Gemini...................................................................................... 77
Promoplan opstellen ..................................................................................................................................... 77
Creatieve genres met taalmodellen .............................................................................................................. 78
Checklist MPC ................................................................................................................................................ 78
Sentimentanalyse ............................................................................................................................................... 79
Sentiment Demo ........................................................................................................................................... 79
SentEMO ....................................................................................................................................................... 79
Grote taalmodellen ....................................................................................................................................... 79
Conclusie ............................................................................................................................................................ 79
Examenvragen ............................................................................................................................................... 81
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