Harald on the use of AI agents

“AI agents are software programs with a life of their own that behave in an artificially intelligent manner,” says Wikipedia. The role they play and can play in metadata management will be discussed at the MVB Data Summit 2025. The theme of this year's annual digital meeting is “Everything constantly new?! – Land in sight instead of land under water.” AI agents are on the agenda in several ways.

Reason enough to talk in advance about the state of affairs when it comes to working with artificial intelligence (AI). And who better to do so than our program creator and moderator Harald Henzler?! He holds a professorship in Digital Communication and Change at the International University SDI Munich.

• What trend currently dominates work with metadata?
  AI allows recurring or time-consuming tasks to be carried out differently. As in many other industries, metadata management in the book world is about correctly recording your own processes (which many can do) and now recognizing where exactly you want to improve. AI agents can help here, but only if they are properly trained and developed, just like new employees, to give their best as part of a team. And unlike employees, AI should never be given responsibility. This must always remain with the data managers. The trick now is to find the right balance between control and trust.
  
  In addition, there is the “day-to-day business,” which is of course also characterized by ongoing innovations, such as accessibility, the EU Deforestation Regulation, an AI opt-out, or the author ID. The work of the IG Product Metadata reflects this very nicely.

• How have publishers and bookstores been utilizing the potential of AI thus far?
  As is so often the case with new technologies, we are seeing a wide range of reactions: from skepticism to enthusiasm, everything is there. At the MVB Data Summit, we want to use concrete practical examples to show that it's not that difficult. You just have to start small somewhere. And you can do that as a publisher or a bookstore.
  
  At the same time, everyone needs to be aware that AI requires a good database. Since good data doesn't just fall from the sky, and maintaining it is time-consuming and not always sexy, it is sometimes neglected. This is comparable to a lack of investment in infrastructure at Deutsche Bahn, because it only costs money and doesn't initially bring in new customers or revenue. In the long run, the effort is worthwhile, as can be seen in companies that have developed strategically.

• How does this affect the job profile?
  If we succeed in mastering the processes from start to finish, then we will have achieved a great deal. Metadata management is increasingly becoming data management and, when done well, can unearth treasures. Since we always look at metadata from a different perspective in editing, marketing, production, and sales, we need comprehensive control that also takes business models, expenses, and costs into account. Because no matter which side I come from, it's always about the efficient interaction of product and sales marketing together with production control and distribution – as well as looking back at all the data together to be better next time. This is also reflected in the list of speakers at the MVB Data Summit, all of whom look beyond their own horizons in their roles.

• Why is it worth participating in the MVB Data Summit 2025?
  As has been the case for the past ten years, it is above all the open and trusting exchange of experiences. And at the MVB Data Summit, there are first-hand best practices. This time from Hugendubel and Thalia in the retail sector, from community editions and Reclam in the publishing sector, and from disruptive and Heise on AI trends. This allows participants to learn how to position themselves well in terms of AI and how to best save time and energy.
  
  I myself always come away from the day with a wealth of ideas, reflecting on the events of the year and combining them with the outlook for the coming year. That's why I'm really looking forward to exchanging ideas with familiar and new faces.

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