Better Collective has appointed Pernille Holbøll to a newly created position of Senior Director Group AI Editorial Content & Editorial Innovation.

Prior to her appointment， Holbøll worked as the Managing Editor in Chief of Ekstra Bladet， a Danish news outlet. Additionally， Holbøll has also worked as Executive Editor-In-Chief at BT.

In the new position she will lead the strategic development of AI-generated editorial content across Better Collective’s sports media brands.

Within her new role， the statement clarified: "Here， she will， in collaboration with various teams and departments，Free games lead the development of AI-generated editorial content to ultimately ensure that both business and editorial-related opportunities embedded in AI and editorial innovation， are realised across Better Collective’s sports media brands."

Holbøll will begin her new role at Better Collective on 1 December 2023 at the company Headquarters in Copenhagen.

Newly appointed Senior Director Group AI Editorial Content & Editorial Innovation at Better Collective， Holbøll， commented: “Better Collective is uniquely positioned in the intersection between tech and media. It is paramount to fully utilise 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.”