Jeannine Koch

Artificial intelligence is rapidly transforming the media and creative industries—and with it, the demands placed on professionals. As AI increasingly takes over tasks in content creation, research, production, and administration, new job profiles are emerging at the intersection of creativity, technology, and strategic management.
The results of the 2026 Media Barometer, published this year by medianet berlinbrandenburg, show that 85 percent of companies expect a significant increase in demands related to AI applications over the next three years. At the same time, many companies are planning staff reductions, particularly in editorial and content creation, while open positions often remain unfilled.
What does this mean for employees in the industry? Which tasks will be automated in the future, which skills will become more valuable, and what new roles will emerge? How can companies equip their employees to navigate this transformation? And how must universities and training institutions adapt their curricula so that graduates are prepared for an AI-driven workplace?
The panel will discuss how the world of work in the media and creative industries is changing, what risks and opportunities this entails, and how business, education, and politics can work together to develop the skilled workers of tomorrow.

While the first panel discussed the future of skills, training, and employment in the media and creative industries, this panel focuses on real-world applications. How are companies already integrating AI into their workflows today? Which tasks have been automated, and which new roles have been created? How are teams, leadership structures, and career paths changing?
Drawing on specific best practices from media, technology, and creative companies, the panelists will discuss their experiences with AI implementation, which skills are in particularly high demand today, and how they are preparing their employees for this transformation. The focus will be on successful transformation processes, new job profiles, and the question of how companies can use AI productively without sacrificing creativity, innovation, and corporate culture.