{"id":222443,"date":"2025-06-24T10:43:58","date_gmt":"2025-06-24T08:43:58","guid":{"rendered":"https:\/\/ipmark.com\/?p=222443"},"modified":"2025-06-24T13:37:50","modified_gmt":"2025-06-24T11:37:50","slug":"axel-springer-se-fija-en-la-ia-para-construir-un-nuevo-negocio","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=222443","title":{"rendered":"Axel Springer se fija en la IA para construir un nuevo negocio"},"content":{"rendered":"<p><span style=\"font-weight: 400;\"><strong>La inteligencia artificial (IA) se alza como herramienta valiosa para impulsar el crecimiento a medio plazo de Axel Springer. As\u00ed lo ve su CEO, Mathias D\u00f6pfner, que califica la versi\u00f3n digital de sus cabeceras como el nuevo impreso y la IA, como el nuevo digital.<\/strong>\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dichas palabras fueron compartidas por el ejecutivo en un encuentro sobre estrategia en Berl\u00edn al que asistieron m\u00e1s de 100 directivos. En el caso de la compa\u00f1\u00eda propietaria de Business Insider, Politico o Bild, el objetivo que persiguen es a\u00f1adir un tercer negocio a las dos divisiones que operan actualmente: el periodismo y el de marketing media.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Un tercer negocio, explic\u00f3, que tuviera un alto margen y experimentara un crecimiento acelerado y que funcionara como una cobertura estrat\u00e9gica. Y para hacerlo posible, estar\u00eda la IA. \u201cEl digital es el nuevo impreso. La IA es el nuevo digital\u201d, a\u00f1adi\u00f3.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No obstante, el ejecutivo tambi\u00e9n inform\u00f3 de los cambios que desea aplicar en su negocio principal, el periodismo. \u201c<strong>El modelo de negocio de maximizar clics y publicidad se ha acabado<\/strong>. <strong>Debemos enfocarnos en relaciones m\u00e1s profundas y a largo plazo con nuestros usuarios<\/strong>\u201d, recordando que, para ello, se deber\u00e1 depender menos de los buscadores y las redes sociales y enfocarse en l\u00edneas de actuaci\u00f3n que permitan que los usuarios accedan directamente a los medios del grupo alem\u00e1n.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cEl tr\u00e1fico directo es la prueba de que los usuarios eligen Axel Springer. Depender de b\u00fasqueda y social es una debilidad. Ser due\u00f1a de la audiencia es una fortaleza\u201d, indic\u00f3.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No es la primera vez que D\u00f6pfner habla de las capacidades que tiene la IA para ayudar a transformar el negocio que dirige. Durante el pasado septiembre,<a href=\"https:\/\/ipmark.com\/axel-springer-sale-de-bolsa-para-impulsar-crecimiento\/\" target=\"_blank\" rel=\"noopener\"> en una carta enviada a sus empleados con motivo de la retirada de la Bolsa de Berl\u00edn tras casi cuarenta a\u00f1os siendo p\u00fablica<\/a>, inform\u00f3 de la intenci\u00f3n de convertirse en una empresa m\u00e1s \u00e1gil y menos burocr\u00e1tica. \u201cTenemos que entender y aprovechar el poder de la IA mejor y m\u00e1s r\u00e1pido que nuestros competidores\u201d, declar\u00f3.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Persigue adem\u00e1s reenfocar su negocio de medios para depender menos de los buscadores y las redes sociales y m\u00e1s del tr\u00e1fico directo. <\/p>\n","protected":false},"author":29,"featured_media":222446,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[50],"class_list":["post-222443","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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