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Media Innovation Lab 2023

How media houses design and implement innovative projects together with external service providers.


How BurdaForward leverages artificial intelligence for disruption

Artificial intelligence (AI) opens up completely new avenues of value creation in the media world. For publishing company BurdaForward, this means a new interaction between content and tech. In the content management system of major portals such as FOCUS online, CHIP, or, the company uses AI as a "co-pilot," specifically as an assistance tool for content creators. Thanks to the recent direct integration of GPT 3.5 via Microsoft Azure, the Burda subsidiary was able to increase the use of AI in the writing process by an impressive 90 percent. Summaries, headlines, and image captions can be generated with just one click, resulting in significant time savings. The advantage is that content creators can optimize their text using AI through a user-friendly interface, without having to delve into prompt engineering. Nadine Noppinger shares her experience as an coordinator between tech and content specialists.

Nadine Noppinger, Senior Business Development Manager, BurdaForward
Rajesh Vanniam, Sr. Account Executive for Media, Microsoft


How Axel Springer uses AI for internal communication

Axel Springer has developed an internal bot for Microsoft Teams, which is trained on internal company data. This bot serves as a valuable tool for finding relevant information within the organization based on specific topics – e.g. finding the right contact person. From a technical standpoint, the bot is built using Microsoft OpenAI Services through Azure. The collaboration between Axel Springer and Microsoft demonstrates the practical applications of Generative AI in enhancing internal communication and knowledge sharing within enterprises. The bot's ability to leverage company data showcases the potential for leveraging AI-powered solutions to streamline workflows and improve efficiency in large-scale organizations.

Samir Fadlallah, Chief Information Officer, Axel Springer
Rajesh Vanniam, Sr. Account Executive for Media, Microsoft


Börsen-Zeitung: Customer-first with high-performance website and app

In the course of its digital transformation, the Börsen-Zeitung is modernising its website and adding a modern news app to its offering. In the course of its digital transformation, Börsen-Zeitung is modernising its website and adding a modern news app to its offering.aWith this step, Börsen-Zeitung aims to offer its readers an even more comprehensive range of current news, analyses, commentaries and much more. The new app gives readers access to all Börsen-Zeitung content at any time and from anywhere. Durch die neue App haben Leser jederzeit und von überall aus Zugriff auf alle Inhalte der Börsen-Zeitung. With the revamped website and the new app, the Börsen-Zeitung offers its readers a new experience that they can enjoy anytime and anywhere. Stephan Heck from Purple and Lutz Knappmann from Börsen-Zeitung explain how the project was implemented, how editorial and print providers were involved and what advantages the Börsen-Zeitung experiences by switching from print-first to customer-first.

Lutz Knappmann, Editor-in-Chief Börsen-Zeitung
Stephan Heck, CEO and founder of Sprylab


Video in the funnel of the Rheinische Post - the development of a revenue column

On average, users consume three and a half hours of video content a day - one of the dominant content factors online. But what exactly does that mean for a media company that traditionally earns its money with the printed word? And what specific role does moving image play in the transformation to a digital media company? The answer at Rheinische Post Mediengruppe is: The company uses video everywhere in the funnel! On the media group's websites, videos from the premium video marketplace glomex provide added value for users and the publisher with the triad of increasing dwell time, boosting Google rankings and clever marketing. The focus of the company's own video production is always on background pieces with a high degree of user-centricity. To this end, the company is increasingly relying on exclusive livestreaming offers to acquire new subscribers and maintain existing ones. Thanks to the synergy effects via glomex, the four publishing houses (Rheinische Post, Bonner General Anzeiger, Saarbrücker Zeitung and Trierischer Volksfreund) with their individual needs can still be controlled centrally. Lena Ohm (Rheinische Post Mediengruppe) and Lutz Kuppinger (glomex) show how video has developed into a promising business model at Rheinische Post.

Lena Ohm, Product Owner Video Rheinische Post Mediengruppe
Lutz Kuppinger, Head of Publisher Management glomex GmbH