AI Strategies for WDR: Balancing Innovation and Responsibility

There are constant new developments in the field of artificial intelligence (AI). As an AI expert at WDR, Luisa Voigt deals with new technologies and tools as well as ethical issues. How can innovation and responsibility be balanced? The focus is on the strategies public service broadcasting can use to deploy AI profitably whilst continuing to fulfil its remit.

Werksgelände: What does an AI expert at WDR actually do?

Luisa Voigt: The term ‘AI expert’ is actually very broad – it can range from AI software development and the use of specialised AI tools to working on ethical issues. Since early 2025, my focus has been on the field of AI strategy. I monitor current technological developments, assess their impact on the media landscape and draw strategic conclusions for WDR and the ARD. My focus here is, on the one hand, on how we can continue to fulfil our remit as a public service broadcaster in an increasingly AI-driven world and, on the other hand, on how and where we can make sensible use of artificial intelligence at WDR and ARD, always with the aim of safeguarding journalistic quality and credibility.

What experience or skills should you bring to the role?

Curiosity and an interest in technological developments are particularly important. The world of AI changes daily – you really need to enjoy keeping up to date and getting to grips with technically complex topics. But even I am not up to date with every single development; it is more important to maintain an overview and stay on top of things with enthusiasm and an open mind.

An interdisciplinary perspective is equally important: a fundamental understanding of technology, but also a feel for media and social impact, in order to meaningfully combine the most diverse aspects. There is no ‘one right’ degree course for this; what matters is interest, openness and the desire to play an active role in shaping the future.

What appeals to you about your job?

What I find exciting is that it’s not a routine job. I often don’t know which new AI tool, which AI project or which discussion on ethical, social or strategic issues will come up next week. That keeps the work exciting and challenging. I’m also particularly drawn to the prospect of playing an active role in shaping the future. We’re at a point where AI is fundamentally transforming the media landscape. As a public service broadcaster, we have the opportunity to guide this development in a responsible and transparent manner. And I, too, can play an active part in this.

What are the biggest challenges in your job?

One of the biggest challenges is striking a balance between innovation and responsibility. Naturally, we want to try out new things, but at the same time we must always ask: Is this compatible with our remit and our journalistic standards? How do we deal with data protection, transparency and ethical issues, for example?

Added to this is the tremendous pace of AI development. Technologies that are ‘state of the art’ today can become obsolete in no time at all. This requires continuous professional development, an open mind and a strong personal interest in staying on top of these issues.

And finally: AI is now incorporated into so many products; every department comes into contact with it in some way, and it affects every single person. The range of questions and topics is vast. Coordinating this diversity of topics and keeping track of everything is challenging, but also very rewarding.

What has been your biggest failure in your job so far, and what did you learn from it?

That’s actually a very difficult question. I’d say that at certain points in my career, I thought I had to be the go-to expert on a particular subject and possess more specialist knowledge than everyone else in order to do my job well. This meant that I sometimes spent hours or even days getting to grips with topics for which we already have excellent experts within the company. I could have used that time far more wisely.

Today I know: my strength lies in breadth, not depth. I identify interdependencies, place topics in a broader context and act as an interface between editorial teams and the technical side. Now I focus on what I’m good at and bring in experts whenever their expertise is required. This way, everyone works in the area where they are strongest – and together we achieve better results.

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