Shortly before the start of the new semester at the CBS International Business School, Prof. Michael Schwertel was invited to 1LIVE to discuss emerging media formats, short dramas, snack content and the role of Artificial Intelligence in the media industry.
The interview was not just about trends. It focused on a fundamental question:
How are AI and technological innovation reshaping the media landscape and what does this mean for marketing, storytelling and journalism?
AI and New Media Formats: Why Short Dramas Are More Than Snack Content
At first glance, short dramas may look like just another fast-consumption format. In reality, they represent a structural shift.
Narratives are radically condensed. Characters must work within seconds. Dramaturgy becomes highly compressed. Platform logics influence editing, visual language and pacing.
For companies, this means:
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Brands must create emotional connection instantly
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Content must be designed platform-first
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Storytelling becomes more data-driven and precise
Snack content is not a sign of superficiality. It reflects new consumption contexts. Media is consumed on the move, in fragments, shaped by algorithms and mobile devices.
Anyone creating media today must understand these dynamics.
Media Innovation 2026: How AI Is Transforming Storytelling and Marketing
Artificial Intelligence is not only accelerating production. It is transforming processes, roles and quality standards.
AI can:
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Generate and vary scripts
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Create visual worlds
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Personalize formats
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Optimize content in real time
But the easier content becomes to produce, the more important strategic thinking becomes.
The key question is not:
Which tools are available?
The key question is:
How can we use AI responsibly and strategically without replacing substance with speed?
This is exactly where Prof. Michael Schwertel works as an AI expert, university professor and keynote speaker on media innovation.
AI in Higher Education: Orientation Instead of Hype
At CBS International Business School, these discussions directly shape classroom work.
Students learn to:
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Evaluate new media formats analytically
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Apply AI strategically in marketing
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Understand innovation cycles realistically
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Reflect critically on technological developments
In a time when innovation cycles are measured in weeks, future media professionals need structure, not fear.
The explosion of technological possibilities requires orientation.
What This Autumn Will Teach Us
The 1LIVE interview was more than a media appearance at the beginning of the semester. It was a reflection of an industry in transition.
The crucial question is not which format will go viral next.
The crucial question is:
What do we make of this acceleration of innovation?
And how can we design media that combines relevance, responsibility and quality?
About Prof. Michael Schwertel
Prof. Michael Schwertel is a media scholar, AI expert and Professor of Media Management at CBS International Business School in Germany. Since 2015, he has been working intensively on Artificial Intelligence in media, marketing and journalism. As a keynote speaker and workshop leader, he advises companies, media organizations and institutions on the strategic implementation of AI and digital innovation processes.
