Empowering Axel Springer employees to utilize Artificial Intelligence and seamlessly integrate it into their daily work routine is one of the main objectives pursued by Ekaterina Schneider in her role as Head of Upskilling & Digital Training at the Axel Springer Academy of Journalism & Technology. We had the opportunity to speak with her as part of our “What’s up” series—a collection of conversations with colleagues from our 200 brands about their work, careers, and perspectives. In this edition, we interview Ekaterina about the upskilling offerings at the Axel Springer Academy, the role AI plays, and future plans.
About Ekaterina:
Ekaterina began her journey at Axel Springer ten years ago in the early-stage startup accelerator “Axel Springer Plug&Play.” Since then, she has held various positions in People & Culture and Learning & Development. Since early 2021, she has been the Head of Upskilling & Digital Training at the Axel Springer Academy of Journalism and Technology. Ekaterina is a firm believer in lifelong learning, with a particular interest in generative AI. Her international experience in Russia, Dubai, and 15 years in Berlin enriches her work and perspective in dealing with diverse cultures and working styles.
- As Head of Upskilling and Digital Training at the Axel Springer Academy, can you explain what your role entails?
My main focus is identifying and closing skill gaps within Axel Springer, particularly in the area of generative AI, which we’ve concentrated on since early 2023. Our goal is to demonstrate the versatility and potential of this technology, reduce fears, and empower all colleagues to harness its opportunities to work more effectively and efficiently. Since the beginning of this year, we’ve also offered tailored upskilling programs with a strong focus on generative AI for selected B2B partners, such as ADAC and the Austrian Economic Chamber. This means I also work on strategic developments, acquisitions, and closely with clients. - If you had to describe your job in three words, what would they be?
Innovative, fast-paced, and future-oriented. - How does the Axel Springer Academy help employees understand and effectively use AI technologies?
We offer numerous training sessions and workshops specifically designed to equip employees with AI skills. Our programs cover everything from basics to advanced applications like personalized AI assistants, journalistic research, fact-checking, and deep-fake detection. These training sessions provide an ideal blend of theoretical knowledge and practical applications and are flexible enough to integrate smoothly into daily work routines. - AI has been significantly impacting Axel Springer and our entire industry for some time. Why has this topic become so important for us and especially for the Axel Springer Academy?
AI is a crucial part of digital transformation. It optimizes and automates processes, provides deeper data insights, creates personalized content, and improves workflows. As an industry leader, we can focus even more on the essence of journalism—thorough research, persistent questioning, investigative revelations, and insightful commentary. This leads to more efficient use of time and resources, allowing employees to concentrate on their core competencies. It’s essential to keep people at the center of this transformation. - What current AI trends do you find particularly exciting?
I am particularly interested in CustomGPTs and AI-based assistant systems, which serve as interactive tools in various applications and platforms. The use of AI-generated avatars, especially in Learning & Development, shows great potential, given how realistic they are despite the short development time. Additionally, the multimodal use of AI, processing different types of data for complex tasks, and recent advances in text-to-image and text-to-video AI tools are fascinating. The use of voice assistants and multilingual content creation is also very intriguing, as it makes our products more inclusive and broadens their reach. - Walk us through a typical workday—what does it look like for you?
After taking my son to school and my daughter to kindergarten, I start my day at the office with a latte macchiato and a quick chat with colleagues. Being in the office is a big advantage for me because of the personal interactions. I then spend 15 minutes reading the latest tech news. After that, I tackle the most challenging tasks before heading into meetings. - What is a memorable moment in your career at Axel Springer?
The highlight was the successful launch of the comprehensive upskilling program for generative AI at the beginning of 2023. It was the right offer at the right time and place, attracting significant interest and being used by 3,500 colleagues across 28 different Axel Springer brands. The positive feedback was incredibly empowering and motivated me to keep finding new ways to support colleagues. - What does it mean to you to be part of an international, tech-driven media company?
Being here means working in a dynamic and visionary environment that actively shapes the media industry. Axel Springer represents a culture of lifelong learning and an unyielding pioneering spirit. This drive keeps us at the forefront, encouraging bold ideas, fostering innovation, and actively driving change. I have witnessed this firsthand while working with generative AI. - Looking ahead, what’s next in the upskilling field?
Currently, I am developing new, exciting generative AI offerings for the second half of 2024. My team and I are also exploring ways to extend our upskilling programs in generative AI to B2C customers, aiming to reach new audiences outside Axel Springer and cover new topics. We plan to create a Knowledge Hub, an innovative online platform with top-notch content and courses, to elevate our upskilling program to the next level. - What has been the most challenging aspect of your career at Axel Springer?
The biggest challenge was making myself visible, being heard, and proving my concept. I am grateful for my supervisors who supported my vision. Empowerment is key to unlocking potential. Developing generative AI was life-changing both professionally and personally, allowing me to quickly prove myself and implement my ideas. I learned that it’s okay to make mistakes and learn from them. It takes courage to try new things, but that’s the path to success. Fortunately, I feel empowered to take this path at Axel Springer. - Lastly, what is the best career advice you have received and would like to share?
Always stay curious and continuously educate yourself. Networking is particularly valuable. Maintain your professional relationships and be open to exchanging ideas with colleagues and industry experts.
About the Axel Springer Academy of Journalism & Technology
Founded in October 2020, the Axel Springer Academy combines a journalism school, an innovative program for tech talents, a co-creation area for interdisciplinary partnerships with tech companies, and a comprehensive upskilling program for employees and businesses under one roof. These innovative, technology-driven training programs help participants navigate a digital world and a future shaped by generative AI. It’s not just about knowledge and tools but also the essential skills needed to work with generative AI.
More about Ekaterina and the upskilling offer in the video:
