On September 20th, the International Francophone Institute (IFI) in collaboration with the Digital Transformation Strategy Institute (DTSI), the Institute for African and Middle-East Studies (IAMES), and the Vietnam Academy of Social Sciences successfully organized the International Conference on "The Role of Intelligent Systems and Multimedia in Digital Communication." This is one of the interdisciplinary scientific events in the Diderot Advance Academic Seminars (DAAS) series initiated by IFI under the sponsorship of the University of Languages and International Studies (ULIS).

Opening the conference, Mr. Phùng Danh Thắng, Director of IFI emphasized that under the influence of the digital transformation wave in the era of Industry 4.0, with information technology and communication as its foundation, there has been a shift from traditional communication models to digital communication. This is evident through the rise of the internet, social media, and various multimedia communication technologies, including intelligent systems and multimedia. Digital communication is also one of the essential factors contributing to global connectivity, supporting new service models, business models, improving management methods, and customer engagement, thus contributing to the development of the digital economy. However, there are still many challenges for the new communication model, such as issues related to security and privacy, misinformation, content quality, human resources, and technological dependence. Therefore, the International Conference on "The Role of Intelligent Systems and Multimedia in Digital Communication" provided an opportunity for scholars, researchers, businesses, and policymakers from both domestic and international contexts to share and exchange updated information and experiences in the field of digital communication.

Mr. Phùng Danh Thắng also mentioned that this event is part of the Diderot Advance Academic Seminars (DAAS) series initiated and annually organized by IFI with the sponsorship of ULIS. Moreover, this event is one of the activities in the celebration of the 30th anniversary of IFI's establishment (1993-2023), which is scheduled to take place in November this year. With 30 years of development, IFI takes pride in being a pioneering institution in IT and interdisciplinary education, including digital communication. Currently, IFI is collaborating with the University of Toulon (France) to implement the Master's program in Information and Communication, specializing in Digital and Editorial Communication (INFOCOM).

Following the program was the Lecture Session with presentations by four speakers. Mr. Lê Nguyễn Trường Giang, Director of DTSI, started with the topic "Current Trends in Digital Communication and the Development Direction of Digital Communication in Vietnam in the Present Context." In his presentation, Mr. Trường Giang emphasized that digital communication is a form of coordination between traditional communication and the digital environment (cyberspace) through the combination of human and machine (H2M) due to the deepening digital revolution in all aspects of social life. This is one of the products of the current digital transformation process. Furthermore, the Director of DTSI introduced the landscape of digital communication and proposed several development directions for this field in Vietnam, considering aspects such as vision, knowledge, position, development process, and coordination among relevant parties.

With the lecture topic "The Paradoxes of Digital Communication in the Current Context," Dr. Pascal Fleury, an expert in Human Sciences specializing in communication and advertising and a lecturer at Sorbonne University (France), commented that the current issues in digital communication are not new, as humans have faced challenges in various forms of communication throughout history, including written language, printing and publishing, broadcasting, and television. Dr. Fleury suggested that instead of excessive worry, there should be an effective utilization of digital communication tools to enrich and develop new skills for individuals. He affirmed that, like previous communication methods, digital communication has its flaws, but it also opens up a new era where knowledge and information accessibility are rapidly increasing. The shortcomings of digital communication will eventually be addressed, just as they have been in past communication revolutions, especially as this trend becomes widespread and an integral part of modern life.

Bringing insights from a business perspective, Mr. Lê Quốc Vinh, Chairman of the Board of Directors and CEO of Le Group of Companies, presented a lecture titled "Digital Trust and How PR Can Regain Digital Trust." Mr. Quốc Vinh addressed the challenges that individuals face with the development of digital communication, such as a lack of personal interaction, information overload, anonymous accounts, fake information, a lack of private connections, and cybersecurity issues. Furthermore, he highlighted keywords to consider when implementing valuable communication campaigns, including engagement (communication content must be interesting enough to attract the target audience), interactivity (openness and readiness to interact with customers), involvement (smart solutions to engage customers in communication campaigns), and personalization (customizing messages to appeal to the emotions of customers). Regarding the communication crisis, Mr. Quốc Vinh stated that it stems from information gaps or lack of transparency, causing suspicion, misunderstanding, and a loss of trust among the public. Therefore, to overcome these challenges, communication professionals must ensure three elements: honesty, transparency, and humanity.

As a former INFOCOM Master's program student at IFI and currently responsible for Digital Communication at HER Enr Group (France), Mr. Adama Mallé presented the topic "Digital Communication and Necessary Skills in the Current Context." The speaker from Mali mentioned that digital communication began developing from the early days of the internet in the 1990s and is now experiencing explosive growth in the current era of technology. Therefore, individuals need to develop technical, management, and communication skills to effectively harness and lead in this field. Furthermore, there is a need to enhance the training of human resources in digital communication to keep up with the latest industry trends. This will enable individuals to adapt and stay ahead of the curve, making digital communication a tool that serves humanity rather than depending solely on technology. Mr. Mallé also provided examples of French companies that have successfully used digital communication to enhance their market presence, offering valuable insights for Vietnamese businesses.

Concluding the lecture session with valuable information, the discussion session, moderated by Ms. Triệu Nguyễn Huyền Trang, lecturer in Communication and Foreign Affairs Culture at the Diplomatic Academy of Vietnam and a former INFOCOM Master's program student at IFI, took place in a positive atmosphere. The questions raised aimed to discuss and analyze various aspects of digital communication, including opportunities and challenges of implementing intelligent systems and multimedia in digital communication, the reactions of Vietnamese and international youth to the development of AI tools, notably ChatGPT, the responsibilities of citizens towards ensuring a "clean" media environment, and the current status of training human resources in digital communication.