In tomorrow's media world, AI in the form of ChatGPT and Generative AI will play a key role. Content intelligence is becoming a crucial component here: Algorithms can be used to extract metadata - such as background information on relevant people and topics - from formats. With this knowledge, media can better align their offerings with their users. Combined with data on user behavior, the result is a comprehensive picture of the media's own target groups and their preferences. Finally, combining content and user feedback opens up new possibilities for user-based content strategies and new ways of monetization.