From print to AI: Why Christian Bredlow believes publishers must compete on trust, not volume
For Christian Bredlow, AI isn’t publishing’s first disruption – and it certainly won’t be its last.
Having spent years leading digital initiatives within the media industry, he believes the lessons publishers learned during the shift from print to digital are just as relevant today as they were two decades ago.
Today, AI is prompting organisations to rethink everything from newsroom workflows to audience engagement. However, the real challenge isn’t adopting AI – it’s creating a culture where people know how to use it effectively, Bredlow says.
Before founding Digital Mindset, a German consultancy that helps organisations navigate digital transformation, Bredlow led digital marketing initiatives for one of Germany’s largest Yellow Pages publishers.
It was a period when publishing businesses were shifting from print to digital. Those experiences continue to shape his perspective today.
“Technology doesn’t transform organisations. People do,” he said. “AI only accelerates whatever culture already exists.”
It’s a message he will explore during his session at our World Printers Summit in Rotterdam, where he’ll encourage publishers to look beyond AI tools and focus on building organisations that are curious, adaptable and willing to learn.
Start with the work, not the technology
“People often describe AI as a technology revolution. I see it differently,” Bredlow said.
“Technology is rapidly becoming a commodity. Every organisation has access to the same AI models, the same platforms and the same tools. What will differentiate organisations isn’t the technology they buy – it’s how quickly their people learn to work with it,” he added.
For publishers wondering where AI fits into their business, the starting point is surprisingly simple, according to Bredlow.
“The biggest mistake organisations make is starting with technology,” he said.
Instead, organisations must identify repetitive tasks, information bottlenecks and everyday processes where employees lose time. Those are the areas where AI can deliver value.
Successful AI adoption isn’t driven by strategy presentations or technology roadmaps.
“It comes from curiosity, experimentation and people sharing successful use cases with each other,” he said.
For Bredlow, this requires organisations to embrace a “playchild” mindset – staying curious, trying things out and being willing to learn.
AI should make us think more, not less
Bredlow uses AI throughout his working day.
He uses a custom AI assistant called Amy, which helps him prepare presentations, challenge ideas, and structure information. More importantly, she has given him something increasingly valuable: time.
He estimates AI saves him around 60 hours every month. Rather than filling those hours with more work, he has used them to return to music (something he had not done for 30 years).
But Bredlow believes this only works when people remain in control of the process and continue to apply their own judgement.
“The goal isn’t replacing human expertise. It’s amplifying it,” he said.
Also, he cautions against becoming overly dependent on AI.
“If we don’t think anymore, then we will become really stupid,” he added.
Trust will be every publisher’s competitive advantage
While AI opens new possibilities for journalism, research, editing and content production, publishers should resist the temptation to compete on volume alone, Bredlow said.
“In a world where anyone can generate unlimited content within seconds, trust becomes the most valuable product publishers can offer,” he said.
AI can help organisations repurpose quality journalism across multiple formats and channels, allowing them to reach audiences wherever they consume information. But the credibility of that information remains the differentiator.
Independent and local journalism will become even more important in an AI-driven world, Bredlow said.
“We need independent media. We need local journalism,” he said.
Curiosity is the leadership skill of the AI era
Bredlow’s advice to leaders is not to chase every new AI tool.
Instead, organisations should create a culture where people feel comfortable learning, experimenting and sharing ideas, he said.
He describes this mindset as staying “playchild.”
“Playchilds need rooms for change and for ideas. You have to establish a learning culture in your organisation that gives people the possibility to learn new things,” he said.
For Bredlow, this is not about being less serious; it is about creating an environment where people feel free to experiment, ask questions and discover new ways of working.
“The winners of the AI era won’t be the organisations with the smartest AI. They’ll be the organisations where people never stop learning.”
Rapid fire with Christian Bredlow
One AI habit every professional should develop?
Start every morning with an AI-generated daily summary.
Have you ever been surprised – or even proven wrong – by AI?
Every day.
What’s one thing AI still does poorly?
Thinking.
If you could ban one phrase from conversations about AI?
“I asked ChatGPT…”
