Axel Springer Unveils New Corporate Strategy: AI-Driven Journalism and Clear Values

Axel Springer, the transatlantic media company, has unveiled its new corporate strategy, emphasizing the role of artificial intelligence (AI) and clear values in shaping the future of media. Over 100 executives gathered in Berlin to discuss the company’s vision, which includes doubling its value within five years.

AI-Based Journalism: A New Era

CEO Mathias Döpfner highlighted the importance of AI in transforming journalism. “Journalism remains our core, but it’s evolving,” he said. “The business model of maximizing clicks and advertising is over. We must focus on deep and long-term relationships with our users.” Axel Springer aims to increase direct access to its journalism, moving away from platform dependency. “Direct traffic is the proof that users choose Axel Springer. Dependence on search and Social is a weakness. Owning the audience is a strength.”

Human and AI Intelligence Will Merge

Döpfner emphasized the integration of AI into all areas of work, comparing it to the transition from analog to digital journalism. “Digital is the new print. AI is the new digital,” he stated. The goal is to combine the best of human and artificial intelligence. “It’s not AI versus human intelligence—it’s AI with human intelligence. It’s not either or. It’s both. Who combines the best of both intelligences in the most complimentary way will win.”

Expanding Media Marketing Platforms

Axel Springer’s media marketing brands, including Bonial, Idealo, and Awin, form a significant part of the company’s economic backbone. “We are incredibly proud of what these three companies have achieved in recent years,” Döpfner said. The company plans to further expand the potential of these e-commerce-driven media companies. “The best for these companies is yet to come.”

Developing New Growth Areas

In addition to journalism and media marketing, Axel Springer is exploring a third pillar for high-margin, hyper-growth business. Döpfner explained, “We have to build a high-margin, hyper-growth business beyond journalism and marketing media, a third pillar as a strategic hedge. We have to find new gold. Like we found one and a half decades ago with digital classifieds. It should have something to do with our main competencies: Content. Subscription. Advertising. Mass markets. Technology.”

Gaining Trust Through Strong Values

Another core task is to regain trust in journalism. Döpfner addressed the need for transparency and a clear set of values. “We live in an age of permanent uncertainty. Where doubt is the default. And the deepest human need—more than speed, more than convenience, more than anything else—is trust,” he said. Axel Springer’s Essentials, now refined with an international perspective, include:

Standing up for freedom, free speech, the rule of law, and democracy.
Supporting the right of existence of the State of Israel and opposing all forms of anti-Semitism.
Advocating the alliance between the United States of America and Europe.
Upholding the principles of a free market economy.
Rejecting political and religious extremism and all forms of discrimination.

Döpfner emphasized that these principles do not restrict journalistic independence but protect it. “That’s why we think it’s transparent and honest and it creates trust if you disclose your fundamental core values,” he concluded.

Axel Springer’s strategic meeting in Berlin marks a significant step towards becoming the leading provider of AI-empowered media in the free world, with a clear focus on values, trust, and innovation.