Sonja Schünemann

When social media emerged, Sonja Schünemann brought "this Internet" to linear TV and set up the ZDFheute channels on the various platforms. Now, in the Human Resources Development department, she ensures that young talent learns the tools of the trade for good digital programming and that colleagues' AI skills are strengthened in the long term. Her mission: to ensure that AI is not just understood as "click here and it happens", but as a lever to tackle all workflows.

Events

Nov27

AI Media Leaders Conference 27.11.2025

27.11.2025 09:00 – 20:00 Uhr

Secure your ticket now for our AI conference on November 27 and discuss strategies for dealing with artificial intelligence together with other decision-makers from the media and digital industries.

nextMedia.Hamburg500 EUROMojo Club | Reeperbahn 1

— 14:05 – 14:35

with Sonja Schünemann (ZDF), Sven Wiesner (Neon Gold Innovations) and Dr. Christian Heise (Hamburg Media School)

Between AI and expertise: how companies can empower their employees

AI makes many things easier, but not everyone has access to it. What tasks still lie with employees and how can they be optimally prepared for dealing with the new circumstances? Sonja Schünemann, HR Development Officer at ZDF, and Sven Wiesner, founder and Managing Director of Neon Gold Innovations, show how ZDF is rolling out AI skills in a multi-stage process and transferring them to the everyday working lives of over 600 employees. They will show which formats deliver measurable impact, how issues such as data protection and resource scarcity can be practically resolved and how employees' individual needs are addressed.