13:00-17:00 A workshop ahead of the EBU AI Forum Welcome Reception, will explore how to move from AI experimentation to real-world deployment. As public service media shift from testing ideas to implementing solutions, this session focuses on the practical processes that enable that transition.

Venue: La Bellone
Rue de Flandre 46, 1000 Bruxelles, Belgium

music, food, drinks and a chance to catch up before the conference

Zoe Kleinman, BBC Technology Editor, AI Forum moderator.

Jean Philip De Tender, Deputy Director-General, EBU

How the EU’s regulatory and innovation agenda is set to shape AI’s impacts on the media landscape.

Renate Nikolay, Deputy Director-General, DG Connect

Our panellists will assess the state of play for AI adoption across PSM, draw out lessons learned, highlight the growing collaboration imperative and confront strategic, ethical and business developments ahead.

Moderated by Madiana Asseraf, Head of Corporate Development and Strategic Initiatives, EBU

Speakers:
Cilla Benkö, Director General, Swedish Radio
Monika Garbačiauskaitė-Budrienė, Director General, LRT
Peter Archer, Programme Director of Generative AI, BBC
Ezra Eeman, Director of Strategy & Innovation, NPO

Sharp reflections on how AI is reshaping global power structures and what that means for journalism, trust and democratic accountability.

A fireside chat with Karen Hao, author of New York Times bestseller Empire of AIfal

The prevailing challenge for PSM is ensuring that their trusted content cuts through a crowded, AI-mediated public sphere. This session examines how PSM can strengthen trust through partnerships with each other, with the wider industry and with technology companies.

Moderated by Zoe Kleinman, Technology Editor, BBC

Speakers:

Guido Baumhauer, Deputy Director General and Managing Director of Distribution, Marketing and Technology, DW
Jane Barrett, Head of AI strategy, Reuters
Liz Corbin, Director of News, EBU
Stéphane Sitbon-Gomes, Content and Media Director, France Télévisions

Strategic updates and open dialogue with some leading AI players defining the media landscape and the wider world today.

Moderated by Grace Zakka, EBU Platforms Lead

Speakers:

Anaïs Hayes, Senior Director, Media Partnerships, NVIDIA
Anshul Kapoor, Head of Media Solutions, Google
Jessica Chan, Head of Partnerships, Perplexity

From culture and leadership to governance and skills, discover the ‘Ten Commandments’ that determine whether your AI strategy will falter or fly.

Speaker:
Geertrui Mieke De Ketelaer, Adjunct Professor, Vlerick Business School, Belgium

How are EBU Members moving beyond pilots to operational impact? Real-world examples of AI improving workflows, personalizing services and unlocking efficiencies, with confessions and insights on lessons learned.

Moderated by Justin Kings, Head of EBU Academy

Speakers:
Luisa Voigt, AI Transformation Lead, WDR Cécile Schneider, Product Lead AI + Automation Lab, BR
ARD’s development and implementation of trusted, machine-readable information and content.
Laurent Frisch, Head of Digital, Radio France
Will AI replace PSM or fundamentally transform our professions, from journalists to producers and sound engineers? Radio France will share lessons learned and strategic reflections.
Linn Hellstrand, Project Manager, SVT
Introducing Ossy, the chatbot that guided audiences through the Olympic Winter Games Milano-Cortina 2026.

What does ‘responsible AI’ really mean in a public service context? This session explores concrete frameworks, governance models and safeguards that ensure AI enhances quality, accessibility and trust.

Moderated by Anne Richardson, Senior Project Manager, EBU

Speakers:
Andrea Gerli, AI Steering Committee Member, Rai
Minna Mustakallio, Head of Responsible AI, Yle
Veronika Krizova, Responsible AI and Strategy Officer, Czech Television
Sophia Wistehube, Senior Legal Counsel, EBU

As AI goes mainstream, strategic clarity becomes essential. This closing panel looks ahead to the next 12 months of content production, distribution, data, platforms and automation, and what kind of investments will bring real public value.

Moderator: Phillippe Keutgen, Media Platforms Strategy and Partnerships Advisor at RTBF, Chair of EBU Digital Committee

Speakers:
Anssi Komulainen, Programme Director, Finnish Innovation Fund Sitra
Dave Davis, Chief Content Officer, Protege
Eleni Sharp, Head of Product, BBC Research & Development
Andreas Grün, Co-head of Digital Products & Automation, ZDF

Key conclusions and next steps for the EBU community

Madiana Asseraf, Head of Corporate Development & Strategic Initiatives, EBU