On the occasion of the 99th anniversary of the Vietnam Revolutionary Press Day (June 21, 1925 – June 21, 2024) and the 30th anniversary of the establishment and development of the University of Danang (1994 – 2024); following the success of the 2023 conference "Some Communication Experiences of Universities in the Current Context"; today (June 7, 2024), the University of Danang - University of Technology and Education is organizing the conference "University Communication in the Context of the Development of Artificial Intelligence Technology" – 2024 (shortened as the Conference).
The conference serves as a platform and opportunity for leaders, experts, journalists, scientists, staff, and lecturers across the country to share communication experiences, promote and build the image and reputation of educational institutions, as well as to learn about applying AI technology in managing, editing, and creating communication content, automating the production process of communication products, etc.
Notable guests attending the conference include Mrs. Nguyễn Thị Hải Anh – Manager of UNITEC Vietnam Co., Ltd.; Mrs. Nguyễn Thị Hằng, representative of Asia Gold Media Joint Stock Company; and representatives of leadership from universities in Da Nang: Da Nang University of Architecture, Duy Tan University, East Asia University, and Da Nang University of Medical Technology.
On the side of leadership from the University of Danang (UDN) and member universities, there were: Dr. Phan Minh Đức – Secretary of the Party Committee, Chairman of the UDN Council; Assoc. Prof. Nguyễn Mạnh Toàn – Deputy Director of UDN; as well as representatives from the functional departments and centers under UDN: Office, Training and Quality Assurance Department, Science and International Cooperation Department, Personnel Organization Department, Information and Media Center of UDN; Assoc. Prof. Nguyễn Đình Lâm – Secretary of the Party Committee, Chairman of the University Council of the University of Danang - University of Science and Technology; Assoc. Prof. Huỳnh Công Pháp - Secretary of the Party Committee, Rector of the University of Information Technology and Communication Vietnam-Korea; Dr. Nguyễn Hữu Bình – Vice-Rector of the University of Foreign Languages – UDN; Dr. Hồ Phan Hiếu – Vice Head of the Department of National Defense and Security Education of UDN.
From the University of Danang – University of Technology and Education, the following individuals were present: Assoc. Prof. Phan Cao Thọ - Rector, Head of the Conference Organizing Committee; Dr. Phan Bảo An – Secretary of the Party Committee, Chairman of the University Council; Vice Rectors: Assoc. Prof. Võ Trung Hùng, Assoc. Prof. Nguyễn Lê Hùng, Dr. Nguyễn Linh Nam; along with representatives from the university’s faculties, departments, centers, and nearly 200 teachers, staff, and students.
The conference also welcomed leaders, staff, and lecturers in charge of and teaching fields such as communication, journalism, public relations, marketing, information technology, and more, from universities across the country.
The full view of the conference
On this occasion, the University of Danang – University of Technology and Education has created a truly open and genuine forum to exchange and discuss topics related to communication, AI, and related issues, aiming to enhance the effectiveness of communication activities at universities in the age of artificial intelligence. The conference organizing committee has published a proceeding containing 47 papers from 89 authors from 38 professional agencies, businesses, and higher education institutions across the country, focusing on three main topics as follows:
Firstly, the authors presented and analyzed the challenges and opportunities of applying AI to communication and university communication. In terms of opportunities, the application of AI as a virtual assistant helps save time, cost, and increase competitiveness; using AI in higher education communication will provide personalized learning experiences for each student, reducing inequality in education. In terms of challenges, AI poses some risks related to information control, data security, and raises ethical concerns; the application of AI in communication at universities also faces barriers such as a lack of understanding and skills in AI, as well as the costs and resources required to develop and maintain AI systems.
Secondly, the authors discussed several applications of AI in communication, such as: evaluating university branding on multimedia communication networks using AI technology; Sora – an AI model capable of creating videos from text descriptions, including Sora’s role in content creation and existing research on this tool; DALL-E – a model that converts text into images developed by OpenAI using Deep Learning methods to create digital images from natural language descriptions; and Chatbot – a program capable of automating interaction processes, providing information quickly and accurately.
Thirdly, the research results pointed out and discussed the current status, solutions, crisis management experiences, and strategies for improving communication effectiveness at universities, mentioning specific cases at the University of Danang, Hanoi University of Science and Technology, University of Economics Ho Chi Minh City, Vietnam Women's Academy, Hanoi University, University of Social Sciences and Humanities – Vietnam National University Ho Chi Minh City, Hanoi University of Natural Resources and Environment, Tien Giang University, Dong Thap University, Quang Binh University, FPT Polytechnic College Dong Nai, and more.
Assoc. Prof. Phan Cao Thọ, Rector of the university, shared: "The conference is an opportunity for attendees to share, learn new issues, and apply them in practical activities, contributing to improving communication effectiveness at each institution, supporting all activities, especially in recruitment and building the image of educational institutions. The University of Danang – University of Technology and Education acknowledges and appreciates the contributions of scientists, journalists, lecturers, and communicators from provinces and cities nationwide to this conference."
Assoc. Prof. Phan Cao Thọ's Speech
Assoc. Prof. Nguyễn Mạnh Toàn, Deputy Director of the University of Danang, emphasized in his speech: "In the context of digital transformation and the explosive growth of artificial intelligence technology happening globally, university communication plays a key role. It is not only essential for promoting the image and brand of the institution but also contributes to enhancing the university's reputation and position within the community."
Assoc. Prof. Nguyễn Mạnh Toàn's Speech
On the occasion of the 99th anniversary of the Vietnam Revolutionary Press Day (June 21, 1925 – June 21, 2024), the university expressed its gratitude to the journalists who have accompanied the institution over the years. At the conference, the university also thanked the sponsors: UNITEC Vietnam Co., Ltd.; Asia Gold Media Joint Stock Company; Vietinbank – Da Nang Branch; and BIDV – Hai Van Branch.
Assoc. Prof. Phan Cao Thọ and Dr. Phan Bảo An presented flowers to thank the journalists
Assoc. Prof. Võ Trung Hùng and Dr. Nguyễn Linh Nam presented flowers to thank the sponsors
At the main session of the conference, Dr. Ngô Hồ Anh Khôi from the University of Nam Can Tho presented a report on the topic "Evaluating University Branding on Multimedia Communication Networks Using Artificial Intelligence Technology." He introduced a research direction that is being implemented to periodically or intermittently evaluate the university's brand on multimedia communication networks through the application of artificial intelligence technology.
Dr. Ngô Hồ Anh Khôi presented a report
In the report "Confession Communication – Media Ethics and Its Impacts on Students" presented by Dr. Nguyễn Thị Quốc Minh from the University of Social Sciences and Humanities, Vietnam National University, Ho Chi Minh City, the dual aspects of Confession were examined. The study explored the phenomenon of posting on Confession from multiple perspectives. It highlighted the importance for universities to recognize, evaluate, and establish proper guidelines for communication ethics on Confession. This approach aims to acknowledge the significance of communication in relation to students and the higher education environment, promoting the positive aspects while minimizing the negative ones, and preventing communication crises.
Dr. Nguyễn Thị Quốc Minh presented a report
Assoc. Prof. Nguyễn Lê Hùng presented flowers and awarded certificates to Dr. Ngô Hồ Anh Khôi and Dr. Nguyễn Thị Quốc Minh
Dr. Phan Minh Đức participated in a discussion at the conference
The delegates engaged in a discussion at the conference
After the main session, the author groups presented their reports in three sub-committees: the Sub-committee on AI Applications in Communication, the Sub-committee on Internal Communication, and the Sub-committee on Communication for Admissions Counseling.
This is the second time that the University of Danang - University of Science and Technology has organized a conference in the field of communication, attracting many scientists, experts, and lecturers working in fields such as communication, journalism, public relations, marketing, and information technology. The conference has helped establish the university's credibility within the scientific community.
