RTL Deutschland and University of Cambridge’s Judge Business School have been investigating how generative artificial intelligence can be of benefit to broadcasters.
An international team of MBA students from Cambridge Judge worked with RTL experts to identify and further develop new AI application fields along the entire value chain – from content planning to production and distribution to marketing.
In addition to RTL’s existing lighthouse projects, such as the establishment of an AI-assisted newsdesk at RTL News or a specially developed AI tool for the protection of minors, the team analysed international best practices and created concrete opportunities from them, such as the acquisition of small and media-sized enterprises (SMEs) as advertisers.
Max Orgonyi, Chief Strategy Officer at RTL Deutschland: “We implement AI with technical excellence, high speed, strategic vision. Together with strong partners, we are bringing AI into application. Working with the Cambridge-based team, which is also home to many of the most innovative AI companies, was analytical, pragmatic and inspiring. She showed where further opportunities lie for us in the use of AI. For example, AI opens up new opportunities for SME companies to win over advertisers for the medium of TV and streaming. We are now tackling this more intensively.”
Kevin-Jeremy Haas, MBA student and project participant: “We have experienced RTL as a ‘fast adaptor’ – a company with a clear strategy for the rapid integration of state-of-the-art technology. Together, we outlined further ways in which RTL can confidently exploit the opportunities offered by AI.”
The project was part of the Global Consulting Project, in which Cambridge MBA students participate as part of their studies and combines academic excellence with practical impulses for companies. RTL Deutschland has been consistently pushing the topic of AI for years – including with creative applications in formats such as Pumuckl, Unter Uns and other RTL shows.
