Better Collective exploring AI editorial content with new hire

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Better Collective is set to explore how AI can influence its editorial content as it has named Pernille Holbøll as its Senior Director Group AI Editorial Content & Editorial Innovation

An experienced operator in the Danish sports media ecosystem, Holbøll has a track record of delivering digital transformation and technological development in the news industry. 

She has previously worked as Managing Editor-in-Chief of Danish news media companies Ekstra Bladet and BT, where she aimed to modernize the operations and output of the firms.

At Better Collective, she will be tasked with leading the strategic development of AI-generated editorial content across the affiliate business’s global network of sites.

Holbøll said of her new position: “Better Collective is uniquely positioned in the intersection between tech and media. To realize the company vision to become the leading digital sports media group it is paramount to fully utilize and take advantage of the opportunities and synergies AI offers when it comes to developing and scaling editorial content globally. 

“I have long been impressed by the team at Better Collective that is already doing a great job, especially in building the technological AI infrastructure that is needed, and I look forward to contributing strategically to further ensure that Better Collective continues its ambitious journey. I look very much forward to joining Better Collective again.”

Holbøll is making a return to Better Collective, having previously been at the Stockholm-listed publisher’s Senior Director Group Branding and Media before leaving for her career in Danish news.

Simon Hovmand-Stilling, SVP Group Media & Core Sites & CEO South America at Better Collective, added: “In today’s media landscape companies need to understand how AI, content and media can work together to scale operations globally.

“Pernille comes with a lot of knowledge and experience from the media world that will add significant value and insights to the group which will further strengthen our ability to excite sports fans worldwide and create value for our partners. I look forward to welcoming her back to the team.”