Axel Springer Unveils Ambitious Strategy Centered on AI, Direct User Relationships, and Strong Values

Axel Springer Presents New Corporate Strategy

Artificial Intelligence and Clear Values as the Foundation for the Future

Axel Springer gathered over 100 executives in Berlin for the first major strategy meeting since its repositioning as a private, transatlantic media company. The focus was on three key pillars shaping the company's future: AI-driven journalism, expanding media marketing platforms, and identifying new growth areas. CEO Mathias Döpfner set an ambitious target to double the company's value within five years.

The meeting also established a clear mission: to become the leading provider of AI-powered media in free societies. This move highlights Axel Springer's intent to lead the next phase of media development.

Shifting the Journalism Model

“Journalism remains our core, but it’s evolving. The business model of maximizing clicks and advertising is over,” Döpfner explained. Axel Springer plans to deepen and extend relationships with users rather than rely on platform algorithms.

Direct access to journalism is a priority, moving away from dependency on social media and search engines. Future content will seamlessly integrate text, audio, and video, with artificial intelligence playing a central role. “Direct traffic shows that users actively choose Axel Springer,” Döpfner added. Owning this audience is a strength, while dependence on external platforms is a vulnerability.

Integrating Human and Artificial Intelligence

AI will be embedded across all work areas. Döpfner compared this technological shift to the move from analog to digital journalism: “Digital is the new print. AI is the new digital.” The goal is to combine AI with human intelligence, leveraging the strengths of both to stay competitive.

It’s not about AI replacing humans, but about AI and human intelligence working together. Success will come to those who best blend these capabilities.

Strengthening Media Marketing and New Growth Areas

Axel Springer's media marketing division, with brands like Bonial, Idealo, and Awin, provides economic stability. Döpfner expressed confidence in further expanding these e-commerce-driven businesses.

Alongside strong journalism brands including BILD, BUSINESS INSIDER, POLITICO, and WELT, the company is pursuing a third strategic pillar. This involves building a high-margin, fast-growing business beyond journalism and marketing media. The focus will be on areas aligned with Axel Springer's core competencies: content, subscriptions, advertising, mass markets, and technology.

Rebuilding Trust Through Core Values

Reestablishing trust in journalism is a top priority. Döpfner highlighted the current climate of uncertainty where doubt is common. “Trust is the deepest human need,” he said.

Transparency is key to gaining that trust. Axel Springer has refined its core values with an international outlook, standing firmly for:

• Freedom, free speech, the rule of law, and democracy
• The right of existence of the State of Israel and opposition to all forms of anti-Semitism
• The alliance between the United States and Europe
• Principles of a free market economy
• Rejection of political and religious extremism and any form of discrimination

Döpfner clarified that these principles protect journalistic independence rather than restrict it. Transparency about core values fosters honesty and builds trust with audiences.

Executives interested in the future of AI in media and strategy may find value in exploring courses on AI applications in journalism and business.