In conversation with Ekaterina Schneider – an expert in digital learning and professional development in the media industry. As Chief Learning Officer at the Axel Springer Academy of Journalism & Technology, she actively shapes the future of digital qualification. With over ten years of experience at Axel Springer and roles as Head of Upskilling and Digital Training as well as Project Lead for Learning & Development, she has played a key role in transforming and adapting journalism education and training to meet digital challenges.
How do you integrate AI tools into your daily life, whether at work or in your personal life?
Since early 2023, I have been deeply engaged with the many facets of generative AI—it has become an integral part of both my professional and personal life. At work, I use AI for content creation and optimization, generating visual assets with tools like Midjourney, Kling, or Pika, and producing e-learning courses with AI avatars, enabling us to cover a broader range of topics.
One particularly impressive example is our AI-only podcast KI-Kompakt, which we produce entirely with AI. This demonstrates how powerful these technologies already are—high-quality content is created within minutes, with remarkable precision.
At Axel Springer Academy, we recognized the potential of these technologies early on and consistently integrated them into our training strategy. As early as 2023, we fully aligned our upskilling programs for Axel Springer Media Brands with AI, aiming not only to use AI in journalism, business, and technology but also to actively shape its development. Today, our portfolio includes over 100 different AI applications and is also available to external companies.
AI has also become indispensable in my personal life: from travel planning with personalized recommendations and a price tracker that delivers the best deals at the right time, to mindfulness and health management, personalized nutrition plans, a shopping assistant, or even an AI-powered personal coach—AI supports me in many aspects of everyday life.
What risks and/or threats do you see in relation to technological development?
There are some challenges we cannot ignore.
One of the biggest concerns for me is the technological dependence on a few major players. Currently, the market is dominated by the US and China—Europe is nowhere near as competitive in this field.
In the long run, this could become a significant problem if we fail to develop our own models or create viable alternatives.
Another major issue is the loss of trust in digital content. Deepfakes, manipulated media, and generative AI make it increasingly difficult to distinguish between what is real and what is not.
Right now, AI-generated content is still being labeled, but I believe we will soon have to take the opposite approach: "Created by Humans" will become a true mark of quality.
Then there's a very practical aspect that many underestimate: costs. By now, there are countless specialized AI tools, each designed for a specific use case. If you want to use them all, the license fees add up quickly—turning what seemed like a cost-saving automation into an expensive investment.
Of course, I see far more potential than risk, but it’s crucial to be aware of these factors and use AI wisely and strategically.
What interesting use cases for AI have you encountered in your industry?
The media industry is currently experiencing one of its most exciting phases—AI is transforming how we create, personalize, and distribute content.
One particularly fascinating aspect is how AI helps optimize and personalize text. Whether it’s automated content generation, linguistic refinement, or real-time translations, we can now process vast amounts of information more efficiently than ever before.
Another example is AI-powered audio and speech synthesis. Tools like ElevenLabs make it possible to generate natural, realistic voices. This is a game-changer for multilingual podcasts, news formats, or automated audio content.
Then there’s the area of AI avatars—digital moderators or virtual brand ambassadors that can be used in different languages and cultural contexts. This not only makes content more flexible but also more scalable.
Ultimately, AI should not be seen as a replacement for human creativity but as a tool that unlocks new possibilities—and that’s exactly what we’re witnessing across the industry right now.
What specific insight have you gained from working closely with AI that you believe most people are unaware of?
One of the most exciting insights from my work with generative AI is that it does far more than just automate processes. It is often reduced to efficiency gains, but its true strength lies in making knowledge accessible, revealing new connections, and offering fresh perspectives.
For me, generative AI is a creative sparring partner—it introduces ideas one might not have considered, provides new approaches, and challenges ingrained ways of thinking.
Especially in creative and strategic processes, it can spark impulses that go beyond what we would develop on our own. This fundamentally changes how we create content, learn, and make decisions.
AI is not just a tool for efficiency; it is also a catalyst for new ways of thinking and innovation that might not have emerged otherwise. Particularly in the media and education sectors, it is unlocking possibilities that seemed unimaginable just a short time ago.
What changes have you observed in your field due to the influence of artificial intelligence? What developments would you like to see?
The impact of AI has fundamentally changed the way we work at Axel Springer Academy: processes have become faster, more precise, and of higher quality. Routine tasks are increasingly automated, creating more space for strategic thinking and creative innovation. At Axel Springer Academy, we follow the motto: "If you hate it – automate it." We deliberately identify monotonous or repetitive tasks to automate them, allowing us to focus on strategic and creative work.
Looking ahead, I see great potential in AI agents that not only handle complex tasks autonomously but also act as digital assistants. This development could once again revolutionize the way we work by transforming AI from a mere tool into an intelligent, proactive partner. The question is not whether we use it—but how consciously and strategically we do.
Ekaterina Schneider is the Chief Learning Officer at the Axel Springer Academy of Journalism and Technology and an expert in Learning & Development, digital transformation, and generative AI. With over 10 years of experience, she develops future-oriented upskilling programs for the AI-driven workplace. As a systemic trainer, she connects people, processes, and technologies to drive holistic change. Since 2023, she has focused on the practical application of generative AI, creating tailored training programs for businesses. Her goal: not just to understand AI technically, but to integrate it meaningfully into work environments and make innovation tangible.
This interview is part of PANTA Experts, where we interview various experts from the media industry and beyond. Interviewer: Jan Kersling (PANTA RHAI).