A 17-week certificate program combines academic instruction from Humboldt University with real-world AI use cases from day-to-day work at Axel Springer.
Artificial intelligence is profoundly transforming the media industry. Axel Springer therefore aims not only to familiarize its employees in Berlin with individual AI tools, but also to provide them with a solid understanding of the technology. To this end, the Axel Springer Academy of Journalism & Technology and Humboldt University of Berlin are jointly launching the certificate program “AI Manager: AI Competence for Media & Publishing Professionals.”
The program goes beyond the practical use of individual AI tools. It provides a solid understanding of the technological fundamentals and covers machine learning, generative AI, and agentic AI, as well as legal and ethical issues. At the same time, participants develop their own AI use cases based on their professional context and apply what they’ve learned directly to concrete projects.
Spanning 17 weeks, the program—offered through the Humboldt Academy—combines academic instruction with practical project work. Faculty members from Humboldt University of Berlin contribute expertise in computer science, machine learning, and IT law. Field trips to companies and research institutions such as Microsoft, the Google AI Center, and the German Research Center for Artificial Intelligence (DFKI) round out the curriculum.
Ekaterina Schneider, Chief Learning Officer, Axel Springer Academy of Journalism & Technology: „KI-Kompetenz entscheidet zunehmend darüber, ob wir die Zukunft der Medienbranche selbst gestalten oder nur auf Veränderungen reagieren. Bei Axel Springer wollen wir im digitalen und KI-gestützten Journalismus führend sein. Dafür brauchen wir Kolleginnen und Kollegen, die nicht nur einzelne Tools nutzen, sondern Prozesse neu denken, fundierte Entscheidungen treffen und eigene Lösungen umsetzen. Gemeinsam mit der Humboldt-Universität verbinden wir wissenschaftliche Tiefe mit der unternehmerischen Praxis eines Medienhauses, das die KI-Transformation aktiv vorantreibt.“
Prof. Dr. Niels Pinkwart, Professor of Computer Science Education at Humboldt University in Berlin: “Anyone who wants to use AI responsibly and effectively in their profession must understand how these systems work, where their strengths lie, and where their limitations are. This is precisely the understanding we aim to impart: from the fundamentals of machine learning through generative and agent-based systems to legal and ethical issues. What we find particularly appealing is that participants can immediately apply what they’ve learned to their own real-world scenarios. This transforms abstract knowledge into practical skills, and we, as a university, gain valuable insights into how AI education succeeds in practice.”
Upon successful completion, participants will receive a joint certificate from Humboldt University of Berlin and the Axel Springer Academy worth five ECTS credits.
About the Axel Springer Academy of Journalism & Technology
The Axel Springer Academy of Journalism & Technology emerged from the Axel Springer Academy in 2020. The journalism school will celebrate its 40th anniversary in 2026. Today, the Academy combines the training of journalistic talent with upskilling and AI enablement for Axel Springer employees. This includes hands-on training and programs such as the “AI Manager” certificate program, developed in collaboration with Humboldt University. Through offerings for external companies, the Academy also brings its expertise to other organizations, for example through an innovation journey focused on AI, media, and digital transformation. For more information, visit axelspringeracademy.com.
About the Humboldt Academy
The Humboldt Innovation Academy brings scientific expertise from the university to business, government, and society. Through certificate courses, workshops, campus tours, and customized programs, it promotes knowledge transfer and lifelong learning. Specialists and executives gain direct access to renowned researchers and the latest scientific findings. This creates new impetus for innovation, collaboration, and social development.