Our New “Artificial” Teammate – Interview with Simon Mølvig, head of the Media team at CBS

How can Artificial Intelligence be used in the production of educational videos without losing the human core? At Copenhagen Business School, the Media team in Educational Development & Quality is exploring exactly that. We spoke with team lead Simon Mølvig about AI as a colleague, collaboration as a prerequisite for quality, and why it’s still the instructor who sets the direction.

What exactly are you trying to figure out in the media team at CBS?

“We’re focused on exploring how generative AI can become a natural part of our workflow without turning into a black box or a technological substitute for what really matters. We want to understand how AI can help us produce educational content faster and in a more engaging way, while staying true to the pedagogical and academic foundation.”

And what does that foundation consist of, in your view?

“It’s always the teacher’s academic idea, pedagogical intention, and personal presence that form the starting point. That’s what makes teaching meaningful. AI can be a creative partner—someone who helps the teacher realize ideas more quickly or gives visual form to something that previously took a lot of time or people to produce.”

“Our vision is that the quality of the content we create depends on the collaboration between the teacher, the Media team, and AI.” Simon Mølvig.

What does this look like in practice when you work with AI?

“In our pilot projects, we’ve used AI to generate mood boards, storyboards, script suggestions, and visual elements. It’s also about developing templates or workflows that make it easy to get started.” he says and continues.

“Instructors often have very limited time available to create or produce teaching materials. We often see that simply getting started on a script—meant to form the foundation of a production—can be a sticking point that ultimately delays the delivery of teaching materials. Here, AI can help kickstart the process so that it feels like we’re already underway. And that in itself is very motivating for the continued production.”

But you don’t do this alone, how important is collaboration to you?

“It’s absolutely central. Our vision is that the quality of the content we create depends on the collaboration between the teacher, the Media team, and AI. There’s something special that happens in the creative and pedagogical space when people with different perspectives and tools come together. AI can be a catalyst, but it’s the human collaboration that makes the difference.”

You mention the human element, why is that important in a tech-driven context?

“It’s people who set the direction. If we forget that, we risk ending up with superficial or impersonal content—and that will degrade the quality of our services and products. The user—in this case, the students—will see through this immediately. For us, it’s about using AI consciously and responsibly, and always keeping in mind that it’s human decisions, reflections, and relationships that drive quality in communication and teaching.”

Where do you see the potential going forward?

“I believe AI will become a natural part of our productions—not as a replacement, but as a kind of co‑producer. It can make our processes smoother, give teachers more options, and perhaps even enhance the way we communicate. But only if we keep asking ourselves: What is our goal here? And how do we make sure it’s still people who are in control?”