Thank You, AI: A New Era of Collaboration Among Publishers

This spring and early summer, the Upscore team took part in four of the many publishing industry events. "Team Upscore" in this case means Andreas Demuth, Joachim Dreykluft, Christopher Zippert, and myself — Christian Hasselbring.

We attended Future Media Now by MVFP in Berlin, The Future of German Media hosted by Madsack in Hanover, the beBETA conference organized by BDZV — also in Berlin — and the European Publishing Congress by Oberauer Verlag in Vienna.

At every one of these events, one topic clearly dominated: artificial intelligence. Whether on stage or in more private conversations, AI was the key theme — no longer just a vision of the future, but a concrete challenge. At times seen as a threat, at other times as an opportunity.

How will AI change editorial workflows? What role will it play in product development? What does it mean for business models? And how will tools like AI Overviews, Perplexity, Google's AI Mode, and LLMs in general affect user behavior — and specifically, search traffic?

The answers vary — depending on perspective, company size, and technical maturity. But one thing was clear everywhere: the industry is actively looking for new paths forward, approaching AI with both caution and curiosity.

What stood out to us in particular: the mood is ambivalent — there's noticeable uncertainty due to the speed and depth of change affecting our structures. At the same time, there's a sense of determination, openness, and constructive thinking. AI is rightly seen as a "frenemy" — both friend and foe.

We had many excellent conversations — with familiar faces, new contacts, and inspiring thought leaders. Our impression: the dialogue is becoming more honest, more intense, and refreshingly pragmatic. The traditional idea of rivalry is fading into the background, replaced by a focus on collaboration, shared solutions, and collective learning.

Despite all the criticism surrounding AI and its impact on media and society, we see this growing "sense of community" as a very positive signal. We're optimistic that meaningful progress can emerge from this AI shift — as long as the industry works together and supports regulators in their role.

For us at Upscore, these events were a true highlight — full of new impulses and shaped by a strong sense that: the industry is at a turning point. And while not everything is clear yet, the desire to shape this future actively is more present than it has been in a long time.

Thank you to all the organizers — and to everyone who joined us for such open and valuable conversations!

Christian Hasselbring is responsable for Business Development at UpScore