A guide to the top German AI media voices
Our claim at Laika is: Communicating tomorrow. What we mean is that we love working with innovative brands and bringing their stories to life. Naturally, we’ve worked closely with ambitious AI innovators, deep-tech startups, and visionary founders. Bringing a groundbreaking AI product to market is only half the battle; the real challenge lies in finding the right storytellers to bring your vision to a broader audience.
The AI media landscape in Germany is evolving rapidly. Pitching AI today requires moving past generic buzzwords and engaging with journalists who truly understand the technology, its business impacts, and its ethical boundaries.
To help tech companies navigate the German media ecosystem, we’ve put together a guide to the top AI journalists, tech reporters, and podcast hosts you need to know in the DACH region.
Key takeaways (TL;DR)
- Targeted media landscape: Pitching AI in Germany requires engaging specialized journalists across tier-one business outlets, niche tech media, and developer-focused podcasts.
- Value over hype: German tech reporters prioritize concrete technical differentiation, real-world case studies, and clear human impact over generic buzzwords.
- Tailored strategy: Tailor pitch angles to match specific journalist interests—policy for Tagesspiegel Background, practical reviews for c’t, and macro trends for THE DECODER.
Who are the top AI journalists in Germany?
Which tier-one business and national media cover AI in Germany?
If you’re aiming for high-level business impact, strategic positioning, or policy-driven reach, these tier-one reporters at Germany’s leading national publications should be at the top of your press list.
- Larissa Holzki – Handelsblatt
Role: Tech Reporter and Editorial Head of TECH by Handelsblatt
What she covers: As Editorial Head of TECH, Larissa shapes Europe’s technological agenda. She focuses on the intersection of business, society, and disruptive innovation, breaking down complex tech shifts into clear, actionable business insights.
Where else to catch her: Host of the weekly podcast Handelsblatt Disrupt, curator of major events like the Handelsblatt KI-Summit, and frequent moderator at top industry gatherings like VivaTech and the Munich Security Conference. - Lina Knees – Handelsblatt
Role: Tech and AI Journalist
What she covers: Joining Handelsblatt’s dedicated AI team in early 2025, Lina offers an interdisciplinary look at how AI transforms daily life and business. With a background in economic psychology and cognitive science, she bridges raw tech capabilities with human behavior and critical ethical boundaries.
- Nina Müller – F.A.Z.
Role: Digital Economy Journalist and Editorial Team, F.A.Z. KI-Konferenz
What she covers: Nina is a key force behind the weekly F.A.Z. PRO Digitalwirtschaft briefing. Her coverage focuses sharply on enterprise digital transformation, startup ecosystems, and practical AI implementations tailored for corporate decision-makers.
- Lisa Oder – Tagesspiegel Background
Role: Editor for Digitalization and AI
What she covers: Writing for Tagesspiegel Background, Lisa focuses on digital infrastructure, sustainable technology, and government policy around AI. Her analytical approach targets policy-makers, researchers, and public-sector leaders.
Which trade publications and product media cover AI in Germany?
When you need deep technical dives, rigorous hands-on product testing, or strong credibility within the developer and tech community, these specialized tech journalists are essential.
- Isabel Grünewald – Heise Online
Role: Tech Editor and Audio Producer, KI-Update
What She Covers: Isabel runs the weekly KI-Update at Heise. Given the nature of this podcast, we could have also included her in the category above, as Isabel’s content falls somewhere between general interest and tech. She opts for deep contextual stories over basic product announcements. What she really cares about? How AI becomes an asset for humanity solving overarching societal issues rather than a business case.
- Liane M. Dubowy – c’t/ Heise Online
Role: Senior Editor and Product Reviewer
What she covers: Liane specializes in hands-on software evaluation and testing innovative AI tools. Her work offers practical guidance to help end-users and IT professionals understand what an AI tool can actually deliver in real-world scenarios. She is also a regular contributor on the c’t uplink podcast.
- Florian Zandt – t3n and Spiegel
Role: New Tech Editor
What he covers: Since 2019, Florian has been reporting on a wide range of topics relating to internet culture and technology – from games and streaming to social media and data protection. For publications such as t3n and SPIEGEL, he examines new technologies and developments in AI, always prioritising practical benefits over market hype.
- Matthias Bastian – THE DECODER
Role: Founder and Publisher
What he covers: As co-founder of THE DECODER (and AI consultancy DEEP CONTENT), Matthias is one of DACH’s most prominent observers of generative AI. He focuses on how human-machine interaction is evolving and how generative models streamline content workflows.
What are the top German podcasts for AI and tech founders?
For tech founders looking to build thought leadership, audio formats provide a high-engagement channel to unpack complex ideas.
- Kim Isenberg – Superintelligence
Role: Editor and Podcast Host
What he covers: As host of Superintelligence, Kim delivers focused insights on bleeding-edge AI models, superintelligence debates, and the frontier of machine learning. His discussions explore both technical breakthroughs and the long-term societal and ethical implications of AGI.
- Jan Gregor Emge-Triebel – programmier.bar
Role: Podcast host and Tech Lead
What he covers: As host of programmier.bar, Jan provides a staple listen for the developer community. He focuses on modern software engineering, practical developer tools, and hands-on technical AI implementation for building production-ready applications.
How do you pitch AI stories to German journalists?
The German tech media landscape is inundated with generic “AI-powered” press releases. To cut through the noise, journalists have to rigorously filter through dozens of pitches every day to find the few that are truly worth reporting on or spending hours testing and reviewing.
If you want to secure high-impact coverage in DACH, keep these three golden rules in mind:
- Show, don’t just tell: Move past generic buzzwords. Clearly explain how your proprietary technology works, what sets it apart, and why it solves a real-world problem. Back up your claims with tangible metrics and real-world case studies.
- Bring the human element: Tech is ultimately about impact. Whether you are discussing economic shifts with Lina Knees or developer tools on programmier.bar, ground your story in human outcomes, operational efficiency, or societal progress.
- Match the story to the journalist: Don’t blast out a one-size-fits-all pitch. Align your angle with the reporter’s specific focus;, for example, offer policy-driven insights to Tagesspiegel Background, hands-on product test opportunities to c’t, and visionary, big-picture perspectives to THE DECODER.
How can Laika help build your AI PR strategy in Germany?
Bringing a groundbreaking tech product to market is a massive achievement, but finding the right storytellers to amplify your vision is what drives real market adoption.
At Laika, Communicating Tomorrow is more than just our claim; it’s what we do every day. From shaping complex deep-tech narratives to connecting founders with the DACH region’s top tech journalists, we help visionary companies get the spotlight they deserve.
Looking to build a PR strategy that resonates with tier-one media? Get in touch with us today and let’s craft your story together.
