Burda's position on AI is clear

Artificial intelligence is transforming technology, business and society in the same way that the internet and smartphones did. Compared to all previous technological disruptions, the speed of these changes is unprecedented. AI offers great opportunities for our existing business models, but it also poses significant risks. As a company that has successfully navigated digital transformation for nearly three decades, we welcome this new technological leap and are focused on the opportunities it presents. Burda's Executive Board has drawn up a set of principles and defined standards that outline how the Burda Group intends to approach AI. 

In the video, our CEO Martin Weiss explains the key principles of how we approach AI at Burda. 

• We are harnessing the power of AI and experimenting in order to learn quickly. Time is crucialas AI is changing our world very rapidly. We are using AI in all our businesses, experimenting creatively and responsibly to improve our processes and create new products with new and meaningful applications.  

• Trust is becoming an even more valuable currency for us. We believe that professional journalism plays an indispensable role in any free, pluralistic and democratic society. As a company with strong publishing roots, we are committed to journalistic diversity in our markets.

• We guarantee transparent labelling and take full responsibility for all content. We distinguish between AI-enabled content, which is managed and controlled by humans, and purely AI-generated content. This will be clearly labelled.  We take full responsibility for all content we produce, regardless of the technology we use to create it.  

• We are actively engaged in the debate on AI regulation. We advocate a balanced regulatory framework that promotes innovation while protecting fundamental rights and rules. 

• We set clear boundaries when dealing with AI. We never pretend that AI is human. We do not use it to plagiarise. Decisions about people are made by people, not AI. At Burda, managers are responsible for hiring decisions and performance appraisals.