Artificial Intelligence in Journalism: The Radical Transformation at Axel Springer – ChatGPT ahead of Google

###Springer forces its journalists to use radical AI ### Job cuts due to AI: Why fear is spreading at Axel Springer ### "Phoenix or just ashes": Springer boss risks everything with radical AI bet ### Fake authors, faulty texts: Springer's AI experiment causes first scandals ###

The Springer earthquake: How a media giant's AI course affects us all

An earthquake is shaking the German media landscape: Europe's largest publishing house, Axel Springer, is undergoing a radical transformation and fully embracing artificial intelligence. Driven by the vision of CEO Mathias Döpfner, who wants to see journalism rise like a "phoenix from the ashes," AI is becoming its top priority. In an unprecedented "AI first" strategy, journalists at premium brands such as Welt, Politico, and Business Insider are now instructed to use ChatGPT as their primary tool for research and idea generation – even ahead of Google. Every piece of content is to be run through an AI prototype, and every routine task is to be automated.

But this aggressive move has a downside: The mood in the editorial offices is "at rock bottom." Employees fear for their jobs, as the company openly communicates that AI will replace human roles in order to save millions. Initial glitches, such as AI-generated articles by nonexistent authors and sharp criticism from the German Journalists' Association, which warns of "AI as a job killer" and "robot journalism," are casting a shadow over the ambitious project. The development at Axel Springer is more than an internal restructuring—it is a groundbreaking experiment that raises fundamental questions about the future of journalistic quality, ethics, and the role of humans in news production, putting the entire industry under pressure.

Why is Axel Springer relying so heavily on artificial intelligence?

Axel Springer's decision to comprehensively integrate artificial intelligence into its journalistic process stems from a clear corporate strategy. CEO Mathias Döpfner announced the ambitious goal of doubling the company's value within five years back in 2025. This objective requires fundamental changes in the media group's workflows and business models.

Döpfner sees the AI ​​revolution as a historic opportunity and compares it to previous technological upheavals: "Digital is the new print. AI is the new digital." In his view, we are in a phase where media companies must choose: They can embrace the technology and benefit from it, or be overwhelmed by it. "If we do it right, journalism will rise like a phoenix from the ashes. If we defend old structures, all that will remain soon is ashes."

The strategic decision to use AI is also based on economic considerations. Axel Springer hopes to achieve significant cost savings and, at the same time, increase productivity by automating routine tasks. The cost-cutting plans announced in 2023 envisage saving around €100 million by 2025, with AI set to play a key role in these cost reductions.

What exactly is Claudius Senst planning with the so-called Premium Group?

Claudius Senst, Springer board member and CEO of the newly created "Premium Group," announced a "new chapter" for the company in an internal email. The Premium Group includes the prestigious brands Politico, Business Insider, and Welt, which will now operate under a single umbrella.

Senst's five-point plan is radical and far-reaching. It requires all editors in the Premium Group to use ChatGPT as a "standard for research, idea generation, and quick answers." Search engines like Google should only be used if ChatGPT's results aren't convincing. This reversal of traditional research practices represents a fundamental shift in journalistic work.

Particularly noteworthy is the requirement that an AI prototype must be created for every article, paper, concept, and presentation. "Every routine task" is to be automated, and all created content must undergo an AI review. Senst emphasizes: "It's our content. It's our work," to emphasize that human responsibility for the content remains.

This "AI first" strategy means that artificial intelligence should be at the forefront of all work processes. Employees don't have to justify using AI—but they do have to justify not using it. This reversal of the burden of proof underscores the radical nature of the change at Axel Springer.

How do employees react to these drastic changes?

The workforce's reactions to the AI ​​offensive are predominantly critical and marked by uncertainty. Reports speak of a mood "at rock bottom" in the editorial offices. Many journalists fear for their jobs and are already looking for new career opportunities.

Employees' concerns are not unfounded. Axel Springer has already announced several job cuts since 2023, explicitly citing AI as a replacement for human labor. An internal email stated: "Unfortunately, this also means we have to let go of colleagues who have tasks that will be replaced by AI and/or processes in the digital world." Areas particularly affected include layout, proofreading, photo editing, and administrative tasks.

At Politico, one of the Premium Group's media outlets, tensions have already escalated into a legal dispute. The PEN Guild union is accusing the company of violating contractual agreements regarding the use of AI. Union members are criticizing the publication of AI-generated content without sufficient human oversight, thereby violating journalistic standards.

Technical problems are also increasing. Business Insider had to retract articles after it emerged that a supposed author named "Margaux Blanchard" apparently did not exist and that the texts were written by AI. Such glitches are fueling employee skepticism about the company's AI strategy.

What position does the German Journalists Association represent?

The German Journalists' Association (DJV) has taken a strong stance against Axel Springer's AI strategy. Federal Chairman Mika Beuster warns urgently of AI as a "job killer" that not only endangers jobs but also undermines trust in journalism.

"Quality journalism thrives on human research. Generative AI that simply regurgitates what has already been thought and said cannot create new perspectives," explains Beuster. He sees the "suspicion that AI is not being used to support journalistic work, but rather to replace it. This must not become a model for other media companies."

The German Association of Journalists (DJV) fears that readers and advertisers will be unwilling to "spend money on robot journalism." Potential cost savings through staff reductions would be offset by lost revenue. This warning is not unfounded: Studies show that consumers are particularly skeptical of AI-generated content on political issues.

Instead, the association calls for the responsible use of AI, limited to support functions. "Where, for example, the analysis of vast amounts of data is required, AI is a welcome aid for editorial teams." However, the core journalistic work must continue to be performed by qualified and trained media professionals.

What does this development mean for the media industry as a whole?

Axel Springer's radical AI strategy is sending shockwaves throughout the German media landscape. As Europe's largest publisher with prestigious brands such as Bild, Welt, Politico, and Business Insider, Springer is taking a pioneering role that is putting other media companies under pressure.

Industry experts warn of the risks of excessive dependence on individual AI companies like OpenAI. The existing collaboration between Axel Springer and OpenAI, in which Springer content is integrated into ChatGPT, demonstrates the increasing interdependence between media companies and technology giants. OpenAI reportedly pays license fees in the tens of millions for this.

The transformation at Springer reflects a broader trend in which technology companies are increasingly gaining influence over traditional media companies. Mathias Döpfner is already being referred to by critics as a tech CEO rather than a media CEO. His close relationships with Silicon Valley figures such as Peter Thiel, Alex Karp, and Elon Musk underscore this development.

This creates new challenges for smaller media companies. They must decide whether to follow the Springer model or find their own path. A study by the Media Association of the Free Press shows that 85 percent of the media companies surveyed already expect to be able to increase their revenues through AI.

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What ethical and journalistic problems arise from AI in journalism?

The massive use of AI at Axel Springer raises fundamental questions about journalistic ethics. Experts warn of the phenomenon of "hallucination," in which AI systems present false information as facts. This danger is particularly problematic in journalism, where credibility is paramount.

A concrete example was provided by the Bild newspaper, which published a story about an alleged casino bug in Switzerland that contained numerous errors and was apparently partially AI-generated. Such incidents undermine reader trust and can harm the entire industry in the long run.

The issue of transparency is also critical. While Axel Springer emphasizes that AI content should not be labeled as such—"We would never say this article was created with the help of AI"—experts are calling for mandatory labeling for all media content not created by humans. The European AI Regulation already requires the labeling of synthetically generated content.

Another ethical issue concerns manipulation and influence. AI systems can be used to deliberately spread disinformation, and it is becoming increasingly difficult to distinguish authentic human communication from AI-generated content. This jeopardizes democratic opinion-forming, which relies on trustworthy information.

The quality of journalism is also at stake. While AI can aggregate and summarize existing information, it cannot develop new perspectives or conduct investigative research. These creative and analytical skills remain the preserve of human journalists and are essential for high-quality journalism.

How do media experts assess the long-term effects?

Media experts are divided on the long-term impact of the AI ​​revolution in journalism. While some welcome the efficiency gains, others warn of the risks to journalistic quality and diversity.

Professor Jessica Heesen of the University of Tübingen emphasizes the danger to democratic communication: “If we fundamentally lose trust in media communication – because we can no longer know whether a text was written by a human or an AI – then that is a serious setback for our democratic society.”

Communication scientist Theresa Körner points to readers' existing fear of manipulation by AI. This skepticism could develop into a fundamental loss of trust in the media if the use of AI is not transparent and responsible.

On the other hand, proponents see AI as an opportunity to revitalize journalism. Mathias Döpfner argues that AI could free journalists from routine tasks and enable them to focus on their core competencies: "In-depth research, persistent questioning, investigative revelations, intelligent commentary. Only humans can do all of this."

However, the Otto Brenner Foundation warns that AI reporting is dominated by economic perspectives, while social and societal consequences receive insufficient attention. This one-sided focus could lead to a distortion of the public debate.

What technical and legal challenges exist?

The implementation of AI in journalism presents significant technical and legal challenges. Data protection is paramount: When journalists enter sensitive information into AI systems, there is a risk of data leaks or unauthorized reuse.

AI-generated content places copyright and personal rights in legal gray areas. Who is liable for errors or misinformation in AI-generated articles? Professor Matthias Kettemann emphasizes that the publishing medium assumes liability even for AI-generated content. This requires careful legal advice and clear internal guidelines.

Quality control presents another technical challenge. AI systems are prone to errors, biases, and hallucinations. A bizarre example from Australia illustrates the limitations: A supermarket's AI system suggested recipes containing human flesh or even lethal chemical mixtures. Such extremes illustrate why human oversight is essential.

The energy footprint of AI systems also raises ecological questions. The high power consumption for training and operating AI models conflicts with sustainability goals. Media companies must balance technological possibilities with ecological responsibility.

Are there successful alternatives to the Axel Springer model?

While Axel Springer is pursuing a radical "AI first" strategy, other media companies are pursuing more measured approaches. Swiss Radio and Television (SRF), for example, uses AI primarily as a support tool, but emphasizes that it only publishes content "that has been created by humans."

Journalist Ramona Arzberger from the inclusive magazine "andererseits" highlights the potential of AI for accessibility. AI can help translate content into simple language or transfer it into different formats. This demonstrates how AI can be used specifically for socially relevant purposes without replacing core journalistic work.

Many media companies are adopting a hybrid strategy, using AI for specific tasks such as data analysis, translations, or weather reporting, while complex journalistic activities continue to be performed by humans. This more balanced approach could be more successful in the long run than Axel Springer's radical approach.

The German Journalists' Association advocates such differentiated approaches and supports the development of certifications for AI systems in the journalistic field. This should establish standards for the responsible use of AI.

What could the future of AI-powered journalism look like?

The development of AI-supported journalism is still in its infancy and will largely depend on whether radical approaches like those at Axel Springer prevail or more prudent models gain the upper hand. Mathias Döpfner compares the current situation to a "technological monster wave" that will either destroy publishers or take journalism to a completely new level.

A differentiation between different journalistic fields is likely. Routine tasks such as stock market news, sports results, or weather reports will increasingly be automated. Complex investigative research, opinion formation, and the assessment of social developments, however, will remain the preserve of human journalists.

The individualization of media content through AI could indeed enable new business models. Döpfner sees this as an "incredibly attractive" opportunity: "Theoretically, you can tailor media products to the interests of each individual." This could help media companies regain their relevance and become more economically successful.

Regulatory developments will significantly shape the framework for AI in journalism. The European AI Regulation already requires transparency in the use of AI systems. Further regulations on labeling requirements and quality standards are expected.

Social acceptance will ultimately determine which form of AI journalism prevails. Studies show that people support AI as a support for journalists, but are skeptical of fully automated content. Media companies will have to adapt their strategies accordingly.

What does this mean for the future of democracy and opinion formation?

The massive integration of AI into journalism has far-reaching implications for democratic society. Journalism fulfills a central function in shaping public opinion and political participation. As this role is increasingly taken over by algorithms, new risks arise for democratic culture.

The risk of manipulation and disinformation increases significantly when AI systems are used on a large scale for content creation. Experts are already warning of the possibility that "thousands of pieces of false information could be triggered in a matter of seconds, serving specific strategic interests." This development could poison political debate and undermine trust in democratic institutions.

At the same time, there's a chance that AI-supported journalism will lead to a democratization of the media landscape. As production costs decrease and content can be created more efficiently, more voices and perspectives could be heard. Small media companies could compete with larger players, which would promote media diversity.

In this environment, educating media-literate citizens becomes even more important. People must learn to recognize and critically evaluate AI-generated content. Media literacy is becoming a core competency for democratic participation in the digital age.

Ultimately, the decisive question will be whether AI serves humans or vice versa. Mathias Döpfner put it this way: "If we do it right, the machines will serve humans. Not humans the machines." Developments at Axel Springer will show whether this claim can be fulfilled or whether economic constraints will lead to a dominance of technology over journalistic values.

The coming years will be crucial for determining the direction AI-assisted journalism takes. Will it enrich the media landscape or impoverish it? The answer to this question will shape not only the future of journalism but also the quality of our democratic culture of debate.

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