RTL Deutschland and the University of Cambridge’s Judge Business School recently completed a collaborative investigation into the applications of generative artificial intelligence within broadcasting. An international team of MBA students from Cambridge Judge worked alongside RTL experts to pinpoint and further develop new AI applications across the entire broadcasting value chain. This encompassed everything from content planning and production to distribution and marketing.
Building upon RTL’s existing AI initiatives, such as their AI-assisted newsdesk at RTL News and an AI tool for protecting minors, the team examined international best practices. They subsequently generated concrete opportunities, including exploring the acquisition of small and medium-sized enterprises (SMEs) as advertisers. Max Orgonyi, Chief Strategy Officer at RTL Deutschland, stated: “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, an MBA student and project participant, offered this perspective: “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 formed part of the Global Consulting Project, a component of the Cambridge MBA program that merges academic rigor with real-world application for businesses. RTL Deutschland has maintained a consistent focus on AI for several years, incorporating creative applications into shows such as Pumuckl and Unter Uns.