Studio Hamburg Production Group (SHPG) is expanding its AI strategy and will in future centralise the relevant activities across the group. To this end, the production group has set up a new „AI Transformation“ function. Christian Sieh will take charge as Head of AI Transformation.

Sieh is set to drive forward the use of artificial intelligence across SHPG’s twelve production subsidiaries. The focus is not solely on the efficiency of existing processes: AI is also intended to open up new production opportunities and business areas for the group. To this end, Sieh aims to bring together existing expertise from the individual companies and establish a group-wide network of AI contacts.

Sieh brings practical experience from his previous role at SHPG. Since October 2025, he has been setting up his own AI unit for AI-generated video content at Alwayson Production, a subsidiary of Riverside Entertainment. Among the projects is the AI-animated short series *Die Bremer Stammtischmusikanten* by author Schlecky Silberstein, commissioned by Radio Bremen and NDR, which launched in August 2026. The unit will be led by Ari Flieger going forward.

SHPG Managing Director Michael Lehmann describes the integration of AI into work processes as a „key strategic component“ for the group. Sieh selbst states that it views AI primarily as a tool designed to support creative professionals in carrying out their work whilst also enabling more cost-effective productions.

Before joining SHPG, Sieh worked at NDR, most recently as deputy editor-in-chief of „extra 3“. There, he also worked on AI and, amongst other things, initiated the development of an internal AI interface.