Vienna appoints ex-ORF chief as AI and media envoy amid industry upheaval

Alexander Wrabetz, the former director-general of ORF, has taken on a new role as Vienna's AI and Media Envoy. The appointment aims to strengthen ties between the city and media companies on artificial intelligence initiatives. However, no concrete projects or partnerships involving Wrabetz have been announced so far.

Wrabetz's position was confirmed by Mayor Michael Ludwig, who highlighted the growing pressures on the media sector. These include job cuts and declining advertising revenue due to AI-driven changes. Ludwig also warned about the risks posed by international platforms, where algorithms and disinformation contribute to radicalisation and polarisation.

The new envoy will act as a bridge between the city and media organisations, focusing on cooperation and training programmes. His role is advisory, meaning any policy or legislative decisions will still rest with Vienna's authorities. Wrabetz has committed to presenting an action plan by summer, detailing potential AI projects for the industry.

Criticism has already emerged from the opposition FPÖ party, which dismissed the role as a 'vanity post.' They called for clarity on the costs associated with the position. Wrabetz, however, will serve in an honorary capacity, with no fixed term or salary.

For now, Wrabetz's role remains focused on coordination and planning, with no immediate projects under way. His action plan, expected by summer, will outline how Vienna intends to engage with AI in the media sector. The city retains full responsibility for any legislative or funding decisions that may follow.