MBA students find AI opportunities for broadcaster RTL Deutschland

The international team of Cambridge MBA students worked together with RTL experts to identify and further develop new AI application fields along the entire value chain – from content planning to production and distribution to marketing. The team analysed international best practices and derived concrete opportunities from them such as gaining small- and medium-sized enterprises (SMEs) as advertisers for TV and streaming.

Unlocking AI potential through combining academic excellence with practical initiatives for firms

The project was part of the Global Consulting Project that Cambridge MBA students participate in as part of their degree programme, and it combines academic excellence with practical initiatives for companies. RTL Deutschland has been involved with AI for many years, including with an AI-assisted newsdesk at RTL NEWS, a specially developed AI tool for the protection of minors, and creative applications in formats such as Pumuckl, Unter Uns and other RTL shows.

Exploring AI strategy with RTL Deutschland

The Cambridge MBA students who participated in the Global Consulting Project (all MBA 2024) were Kevin-Jeremy Haas, Rahul Sharan, Jhih-Ning Wan, Sydney Hughes and Victor Wei Te Li.

Says participant Kevin-Jeremy Haas: “We experienced RTL as a ‘fast adaptor’ – a company with a clear strategy for the rapid integration of state-of-the-art technology. Together, we outlined further ways in which RTL can confidently exploit the opportunities offered by AI.”