Teaching Gen AI to Mediafin's creative team

Ben spent a day in Brussels with the creative team of Mediafin, the media house behind De Tijd and L'Echo, for a hands-on session on generative AI: the models, what they can genuinely do today, and the insights that separate a fun demo from a working practice.

The morning covered the landscape: image models like Midjourney and their open-source counterparts, video generation, and the language models that tie a workflow together. Not as a catalogue, but with the question that matters for a creative team: which tool earns a place in the process, and for what.

The afternoon went deeper. Prompting as a craft, holding a recognisable style across a series, and the honest limits: where AI accelerates ideation and production, and where judgement, taste and editorial standards stay firmly human.

It is the same material Ben teaches at the School of Branding and in our masterclasses, tuned to the questions of a creative team inside a newsroom. Want a session like this for your team? Start at our AI Consultancy page.