Why CEOs Still Need to Care About Young Audiences: Siv Juvik Tveitnes on AI Pressure, Culture, and Leading INMA

Siv Juvik Tveitnes was appointed INMA's new president this year, on top of running Schibsted Media, the company behind VG, Aftenposten or Podme. Kerstin met her in Vail at the INMA CEO Roundtable, where shared hikes turned into an hour-long conversation. Siv sums up the industry's biggest miscalculation about young audiences in a few words: "They never arrived.“ From there, Kerstin and Siv get into why relevance beats seriousness, why younger audiences trust creators over brands, the self-critical culture Siv wants to protect at Schibsted, and what it actually means to bet against your own legacy business. They also cover Schibsted's OpenAI partnership and the fully AI-run VGX newsroom experiment.