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 3: Chatbots ......................................................................................................................................... 30
Inleiding over chatbots....................................................................................................................................... 30
Wat zijn chatbots? ......................................................................................................................................... 30
Waarom chatbots? ........................................................................................................................................ 30
Waarom géén chatbots? ............................................................................................................................... 31
Types chatbots (indeling obv eigenschappen) ................................................................................................... 31
Type design.................................................................................................................................................... 31
Ontstaan ........................................................................................................................................................ 32
Types onderliggende systemen ..................................................................................................................... 32
Types obv doel .............................................................................................................................................. 32
Types output ................................................................................................................................................. 34
Evaluatie............................................................................................................................................................. 35
Evaluatie classificatiesystemen (bb) .............................................................................................................. 36
Evaluatie generatieve chatbot....................................................................................................................... 36
Conclusie ............................................................................................................................................................ 37
Les 4: Geen les.......................................................................................................................................... 37
Les 5: bespreking practica ......................................................................................................................... 37
Haatspraakdetectie ............................................................................................................................................ 37
Taak 1: definitie opstellen ............................................................................................................................. 37
Taak 2: annoteren.......................................................................................................................................... 38
Taak 3: inter annotator agreement ............................................................................................................... 38
Taak 4: finale annotatie ................................................................................................................................. 38
Taak 6: foutenanalyse AI-model .................................................................................................................... 39
Taak 7: MPC-checklist .................................................................................................................................... 40
1
,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
2
, 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
3
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 3: Chatbots ......................................................................................................................................... 30
Inleiding over chatbots....................................................................................................................................... 30
Wat zijn chatbots? ......................................................................................................................................... 30
Waarom chatbots? ........................................................................................................................................ 30
Waarom géén chatbots? ............................................................................................................................... 31
Types chatbots (indeling obv eigenschappen) ................................................................................................... 31
Type design.................................................................................................................................................... 31
Ontstaan ........................................................................................................................................................ 32
Types onderliggende systemen ..................................................................................................................... 32
Types obv doel .............................................................................................................................................. 32
Types output ................................................................................................................................................. 34
Evaluatie............................................................................................................................................................. 35
Evaluatie classificatiesystemen (bb) .............................................................................................................. 36
Evaluatie generatieve chatbot....................................................................................................................... 36
Conclusie ............................................................................................................................................................ 37
Les 4: Geen les.......................................................................................................................................... 37
Les 5: bespreking practica ......................................................................................................................... 37
Haatspraakdetectie ............................................................................................................................................ 37
Taak 1: definitie opstellen ............................................................................................................................. 37
Taak 2: annoteren.......................................................................................................................................... 38
Taak 3: inter annotator agreement ............................................................................................................... 38
Taak 4: finale annotatie ................................................................................................................................. 38
Taak 6: foutenanalyse AI-model .................................................................................................................... 39
Taak 7: MPC-checklist .................................................................................................................................... 40
1
,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
2
, 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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