AI and Content Recommendation

Build your subject-matter expertise This course is part of the AI in Media specialisation. When you enrol in this course; you'll also be enrolled in this Specialisation. ● Learn new concepts from industry experts ● Gain a foundational understanding of modern strategic tools ● Develop job-relevant skills with hands-on scenario-based projects ● Earn a shareable career certificate About this Course In a world where content is tailored to users, understanding recommendation algorithms is vital for any media professional. This course explores how organisations use machine learning to build 'models of you', predicting tastes in real time to maximise engagement and customer lifetime value. Through real-world examples such as Netflix and YouTube, you will discover how supervised and reinforcement learning drive the social feeds and streaming menus we use every day. You will also examine the societal risks of these systems, such as radicalisation and filter bubbles, and explore the 'algotorial' approach, where human editorial judgement balances algorithmic efficiency. Whether you are a marketer, producer, or strategist, this course provides the essential foundations of the modern media landscape. What you'll learn • Analyse the impact of artificial intelligence on the media value chain, specifically evaluating how recommendation algorithms function to maximise audience engagement and retention. • Apply core machine learning concepts—including content-based and collaborative filtering—to real-world media scenarios, while formulating strategies to mitigate ethical risks such as filter bubbles and algorithmic radicalisation. • Assess the emerging importance of AI optimisation and generative AI reputation, developing approaches for organisations to manage their visibility within large language models.