Artificial intelligence is rapidly reshaping the conditions for journalism, media organisations, and the wider information ecosystem. While many media organisations are experimenting with AI in specific products, projects, and workflows, there is growing uncertainty about how these initiatives connect to longer term direction, public interest responsibilities, and sustainable business models.
AI MediaLab Denmark is launched to address this gap by providing a shared foundation for dialogue, experience exchange, and structured experimentation across the media ecosystem, focusing on how AI shapes editorial practices, organisational choices, technology infrastructures, and the role of media in society, with responsibility, democracy, and long term sustainability as guiding principles.
The ambition is to give newsrooms a stronger grasp of how AI can be used in practice, while also opening up for preparing for the possible futures with innovation on new formats, workflows and business models that can be tested and adapted in their own organisational context. The focus is on creating concrete learning and usable outcomes that can be applied directly in daily media work, while contributing knowledge that benefits the wider industry.
The programme is run jointly by the Center for AI at DMJX (Danish School of Media and Journalism) and CIFS. DMJX leads a practice driven track that works with journalists and news organisations through dialogue, experiments, micro labs, and prototypes. As a central part of the collaboration, CIFS develops the H3 Playbook, an innovation manual designed to strengthen the media industry’s ability to work systematically with long term, futures driven development in an AI mediated information ecosystem.
The programme is designed as a shared learning space for Danish media companies and newsrooms, where insights from concrete experiments feed into broader frameworks, and where accumulated knowledge is made openly available for the benefit of the wider media industry.
