Sami Virtanen is Content & Audience Insight Strategist at Sanoma Entertainment, part of Nelonen Media, and also serves as the company’s AI Champion. Sami leads Sanoma’s internal AI group for radio and TV, which oversees major AI projects and ensures strategic alignment. In addition, Sami drives the adoption of AI tools and workflows across teams, enabling practical implementation and innovation. January marks 30 years since Sami first stepped into a radio studio. Over the decades, he has worked as a Music Director and Programme Director, and today his focus is split between content and audience research and accelerating AI integration into everyday operations. Sanoma operates some of Finland’s most popular radio brands, including Radio Suomipop, Radio Rock, LOOP, HitMix, and Aito Iskelma. Sami’s work connects strategic vision with practical implementation, from AI-powered weather reports and synthetic voices to LOOP’s AI DJ — all designed to enhance listener experience while freeing up time for creative human work. Passionate about combining data, creativity, and technology, Sami brings a unique perspective on how how AI can reshape radio workflows and enhance content while keeping creativity at the core.
