February 26, 2026 · Podcast
stefanundstefan | Media at a turning point: AI, security and the question of trust
«Strong media are an integral part of our security architecture.» This statement is more relevant than ever. As artificial intelligence multiplies the spread of disinformation, journalistic media face their most important task: providing guidance where trust and security are being renegotiated.
«HWZ on Air: stefanundstefan» – the podcast by HWZ with Stefan Eggenberger and Stefan Vogler. In their conversations with experts, the two hosts take a closer look at key topics in communication. They analyse, comment, and offer practical guidance. Real-world examples are combined with academic knowledge to provide ideal support for everyday communication challenges. Sharp commentary included.
Pia Guggenbühl, director of the Swiss Media Publishers Association, takes a clear stance: quality journalism is essential for shaping public opinion and decision-making in society – especially now, as the balance of power in the information sphere is undergoing a radical shift.
The Dreikönig Conference 2026 demonstrated: platforms are gaining ground, while regulation is lagging behind. At the same time, young people are using AI as a matter of course for news – often without critical evaluation. However, new studies offer hope: those who understand the media are more likely to pay for quality. This represents a key opportunity for the future of credible information, and a central task for the media, education, and politics.
Special guest on this podcast by stefanundstefan®
Pia Guggenbühl has been director of the Swiss Media Publishers Association (VSM) since January 2025. Previously, she was head of public affairs and communications at scienceindustries and a member of the executive board. With a background in political science and communication studies (Universities of Zurich and Florence), she brings many years of experience in political advocacy, association management and strategic communication – including roles in the energy sector, the employers’ association for banks, and as former head of communications for FDP Switzerland. She is regarded as a widely networked and politically savvy leader.
