I recently completed my Master of Arts in Digital Leadership at Mediadesign University in Berlin.

My thesis was titled:

Key Drivers and Barriers for Adopting AI Technologies in German Media SMEs

The research explored how small and medium-sized media companies in Germany understand, test, and adopt AI in their daily work. Through qualitative interviews with media professionals, I focused on themes such as AI use, organizational readiness, cultural change, leadership, creative autonomy, and ethical concerns.

One of the strongest insights from this work was that AI adoption in media is not only a technical question. It is also connected to people, workflows, skills, trust, and leadership.

This topic also connects strongly with my own background in media production, audio engineering, video workflows, broadcast-related environments, and digital content production. The thesis helped me connect practical media experience with a deeper understanding of AI, digital transformation, and leadership in the German media market.

As media workflows continue to change, I believe the important question is not only how companies can use AI faster, but how they can use it responsibly, creatively, and in a way that supports human talent.