Ana Falcon: How to Future-Proof Careers in Media: Preparing Undergraduates for an AI-Driven Industry 

Ana will present a paper that she presented at the annual conference of the European Media Management Association (emma) in June this year. How can we prepare the next generation of media professionals for a rapidly evolving, AI-driven industry? Ana presents work where she addressed this question at BFM through a pioneering pilot course that integrated strategic foresight and hands-on experience with generative AI tools into the undergraduate Crossmedia curriculum. In her talk, Ana will present the findings of her research, which combined scenario-based career planning with practical GenAI experimentation, enabling students to anticipate technological disruptions and design 10-year career strategies. Drawing on student feedback, classroom practices, and the broader implications of AI for the media value chain, the presentation will highlight how foresight skills can empower future media professionals to navigate uncertainty, maintain creative agency, and align with industry transformations.