This keynote speech revolved around several themes including AI, big tech, distribution and the new EU mandate. PSM must collaborate to share expertise and promote local creators. While AI is useful for tasks like metadata and personalisation, it tends to favour large international channels over local ones. Big Tech, which is often hostile to traditional media, tends to isolate users, so PSM must develop independent platforms to engage citizens. With a new EU mandate, media must protect European democratic values, address all societal groups, and reconnect with populations that feel left out by society, by reshaping content production strategies.