The ai@media Snapshot 2025 examines how artificial intelligence is transforming the German publishing industry and widening the distance between early adopters and companies that remain hesitant. Based on detailed responses from 48 companies—primarily specialist publishers—the third annual survey finds that 71% consider AI highly or very highly relevant. Nevertheless, 60% remain at the beginning of implementation, while 39% have completed successful projects or integrated AI into their organisational structures.
AI is most widely used for editorial style and grammar checking, automated content creation, and identifying subjects and trends. Publishers also employ it for metadata, tagging, image research, translations, summaries, marketing copy and meeting documentation. Respondents generally describe AI as a tool that removes repetitive work and supports creative processes rather than replacing employees. Human creativity, editorial judgement and specialist knowledge remain essential for evaluating and improving its output.
As adoption becomes more practical, operational problems are replacing abstract concerns. Incorrect results and hallucinations now rank as the industry’s principal challenge, followed by the insufficient maturity of AI applications and uncertain legal conditions. Nearly half of the publishers surveyed had not yet addressed their obligations under the EU AI Act, while only 21% had implemented the relevant requirements. The report recommends human oversight, grounding systems with reliable contextual data, quality-assurance agents and clearly defined levels of acceptable risk.
The report encourages publishers to begin with manageable interdisciplinary pilot projects, establish clear internal guidelines and invest in practical employee training. Companies should adapt not only individual processes but also organisational roles and structures, involve sceptical colleagues and protect creativity as a central publishing asset. Publishers that invest in skills, experimentation and responsible implementation can improve efficiency and develop new products, while those that delay risk falling increasingly far behind.
Original German title: Wie KI die Publishingbranche teilt | ai@media Snapshot 2025
