Gone are the days when communications departments could only prove their success with quantity figures: so many clippings, so much reach, so many likes. This is media analysis from the Stone Age, because these analyses say nothing about WHAT is being talked about and what the tone of the reporting is like. In the past, only large corporations could afford these analyses, as the publications had to be coded by hand. Today, AI takes over this task, making professional media analysis possible for small budgets. We show how communicators can use AI in media analysis in a free webinar organized by AG CommTech.