“The technology is just the MacGuffin” : observing innovative learning culture in the development of automated and AI-generated reporting at German Public Service Medium WDR

Abstract

We analyze the complex innovation process that led to the development of automatically written soccer match reports for the Sportschau, a sports magazine produced by German Public Service Medium (PSM) Westdeutscher Rundfunk (WDR). From the perspective of innovative learning culture (ILC), we ask via guideline-based interviews which of its characteristics and conditions could be observed. Findings show that almost all the characteristics of ILC were present, such as the team being allowed by WDR to be experimental and creative in its approach, as were ILC’s conditions, such as open communication and shared goals, which were mainly managed by WDR’s Innovation Hub.