TLDR: The EBU Academy’s School of AI has been awarded the European Digital Skills Award 2025 in the ‘Upskilling at Work’ category. The recognition, presented in Brussels on November 12, 2025, highlights the School’s significant contribution to empowering media professionals with crucial artificial intelligence skills and addressing Europe’s digital skills gap.
The European Broadcasting Union (EBU) Academy’s School of AI has achieved a significant milestone, securing the prestigious European Digital Skills Award 2025 in the ‘Upskilling at Work’ category. The award ceremony, held in Brussels on November 12, 2025, and supported by the European Commission, celebrated initiatives that are instrumental in enhancing digital competencies across Europe. The EBU Academy’s School of AI was selected from a competitive field of over 40 entries in its category, and part of 195 applications across all five categories, ultimately being one of 25 finalists for the overall awards.
Launched in March 2024, the School of AI was established to meet the growing demand for AI proficiency within the rapidly evolving media landscape. Its mission is to provide strategic, inclusive, and hands-on education, enabling professionals across public service media to understand and responsibly utilize artificial intelligence. In its inaugural year, the School successfully served 70 EBU Members, demonstrating its broad impact. It currently offers approximately 25 distinct AI courses, with a continuous development pipeline for new programs.
The curriculum is designed to be comprehensive, covering a wide array of AI applications and ethical considerations. Courses delve into topics such as leveraging Generative AI tools for content creation, navigating the ethical risks associated with artificial intelligence, developing personalization and recommendation systems for audiences, mastering effective prompt engineering in news reporting, and addressing AI bias for media leaders. The School also offers specialized training in AI crisis management and building fake news detectors, underscoring its commitment to responsible AI integration.
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The EBU Academy’s School of AI is lauded for its dynamic curriculum, which is constantly updated by AI experts to ensure participants gain the latest knowledge and skills. Beyond technical training, the initiative fosters critical thinking, aiming to maintain public trust in media amidst an age of potential disinformation. Its commitment to inclusion and accessibility is evident through its promotion of gender balance, utilization of AI-powered transcription and translation services, and prioritization of online learning to minimize environmental impact. This holistic approach, combining practical skills with sustainability and adaptability, positions the EBU Academy’s School of AI as a leading model in AI education for media professionals across Europe.
