Media & EntertainmentRecommendation & PersonalizationGenerative AIConversational AIAgentic AI
How Schibsted is using AI to boost efficiency for their newsrooms and their readers
Schibsted
Schibsted Media (Norway) uses generative AI across its newsrooms via several tools: a suggested-stories feature at VG that maintains an 85% thumbs-up ratio comparable to lead stories; Videofy, an in-house service that generates 20-second news videos instantly from published articles, integrated into its Content Management System; and ARIA, an AI framework of specialised agents that lets staff query real-time compiled data through platforms like Slack. Journalists also use an AI toolbox, built by a journalist rather than the AI team, to generate potential questions and answers around articles using models including Claude and GPT.
