Paul Muschiol has been a research assistant at the Chair of Innovation Management and Media at the Bauhaus University Weimar since September 2024. He successfully completed his master's degree in media management at the Bauhaus University Weimar in March 2024, having previously completed his bachelor's degree in media culture. During his studies, he worked as a research assistant at the neudeli start-up workshop and at the Chair of Media Economics.
His dissertation, supervised by Prof. Dr. Reinhard Kunz, examines the role of generative artificial intelligence (GenAI) in the service-profit chain of media companies. His research focuses on human-AI collaborations, innovation cultures, and twin transformation.
Publications
He is also co-author of the following peer-reviewed publications:
· Steffl, J., Kunz, R. E., & Muschiol, P. (forthcoming). Culture breeds success – A case study analysis of innovation culture in the German publishing industry. Journal of Media Business Studies.
· Kunz, R. E., Steffl, J., Dürr, A., & Muschiol, P. (forthcoming). Twin transformation – An empirical analysis of the interplay between sustainability and digital transformation in German legacy media companies.
Presentations
Recent conference contributions include presentations at the European Media Management Association Conference 2025 (“Bridging Digital and Sustainability Transformation through Artificial Intelligence: The Butterfly Framework and Twin Transformation in Media Management”) and the AI Media Conference 2025 ( “EMPOWERED OR EXPOSED? The Tension between Human Agency and GenAI Automation in Creative Industries”).
Courses
Paul Muschiol teaches in several areas:
• Bachelor's degree in Media Culture:
- Innovation Management and Media Research
- Case study seminar “Media Economics 2” in the 2025/26 winter semester
• Master's in Media Management:
- Advanced Fundamentals of Media Management
• Bauhaus.Modules:
- Digital Vision Communication
- Digital Image Visualization
- Module on social media and website development in the 2025/26 winter semester