Bournemouth University

What you'll study

This master's programme blends core artificial intelligence and machine learning theory with specialised modules focused on media applications. Teaching typically covers foundational topics such as machine learning, deep learning and research methods, followed by applied modules in areas like computer vision for video and image analysis, natural language processing for media and social platforms, recommender systems and multimedia retrieval.

• Core AI and methods: probabilistic models, supervised and unsupervised learning, deep neural networks and evaluation techniques.
• Media-focused AI: computer vision applied to film, video and image archives; automated captioning and scene understanding; NLP for subtitling, content analysis and sentiment detection.
• Systems and deployment: scalable architectures, cloud-based inference, real-time processing and integration of AI into media production pipelines.
• Human-centred aspects: user interaction, explainability, ethics and legal considerations when deploying AI in media contexts.
• Research project or dissertation: an extended individual or team project working on an applied AI problem within media, often developed with industry partners or using real-world datasets.

Learning is delivered through lectures, practical labs, workshops and project work. Assessment commonly includes coursework, practical programming assignments, group design projects and a substantial dissertation or industry-facing project that demonstrates both technical skill and media-domain understanding.

Entry requirements

Typical applicants hold a good honours degree in computer science, software engineering, data science, electronic engineering, media technology or a closely related discipline. Applicants with a non-technical background but relevant professional experience, a strong portfolio of technical work or evidence of prior quantitative study may also be considered. You will normally be expected to demonstrate competence in programming and basic mathematics.

International applicants must provide evidence of English language proficiency where their prior study was not in English; acceptable proof may include recognised English language tests or equivalent qualifications. Admissions tutors may ask for a short interview or coding exercises in borderline cases.

Career prospects

Graduates of this programme go into roles that sit at the intersection of AI and the creative industries. Typical job titles include machine learning engineer, AI developer, data scientist specialising in media analytics, computer vision engineer for film and broadcast, recommendation systems engineer, conversational AI developer for content platforms, and creative technologist in agencies or studios.

Alumni also move into product and R&D roles within streaming services, games and animation studios, advertising and marketing technology firms, and public broadcasters, or continue to doctoral study in AI, multimedia computing or human-centred AI research.

Why study at Bournemouth University

Bournemouth University has a recognised focus on media, communication and creative technology, offering a learning environment where technical AI teaching sits alongside strong expertise in film, animation and media production. The course emphasises applied, project-based learning and industry engagement, giving students opportunities to work with local and national partners in the creative and digital sectors.

Students benefit from well-equipped computing and media labs, practical workshops, and support from academic staff with experience in both AI research and media applications. The university's emphasis on employability, practice-led learning and cross-disciplinary collaboration makes the programme suitable for students seeking to apply AI skills directly within media and creative industries.