Breaking: AI‑Powered VGX Reimagines Newsrooms as VG Ditches Traditional Articles
Table of Contents
- 1. Breaking: AI‑Powered VGX Reimagines Newsrooms as VG Ditches Traditional Articles
- 2. AI in the service of unique content
- 3. Key facts at a glance
- 4. What this means for readers and newsrooms
- 5. What readers can expect next
- 6. Engage with the future of news
- 7. **AI Integration Across the Content Lifecycle**
- 8. The Challenge of an Unpredictable Media Landscape
- 9. Gard Steiro’s Vision: Lean, Agile, AI‑enabled
- 10. AI Integration Across the Content Lifecycle
- 11. Startup‑Style Practices That Fuel Innovation
- 12. Measurable Benefits of the AI‑Driven, startup‑Style Model
- 13. Practical Tips for Newsrooms Starting Their AI Journey
- 14. Real‑World case studies from VG
- 15. Future Outlook: Continuous Adaptation in an Uncertain Era
Copenhagen hosted a behind‑the‑scenes reveal on an AI‑driven shift in how news is produced and consumed. VGX, the beta product from VG’s publisher, is pitched as an AI‑powered overhaul of the news experience, moving beyond conventional articles and the traditional front page to a two‑layer, automated workflow designed for today’s readers.
The unveiling took place at the WAN‑IFRA Newsroom Summit 2025, staged at JP/Politiken in Copenhagen.The VGX concept pulls content from across Schibsted Media’s network, then disassembles it into core journalistic units. AI agents act as reporters, editors, and editors‑in‑chief, assembling material into new formats while a single journalist oversees the operation.
“The article as we certainly know it is indeed gone. So are pre‑rolls and click‑to‑play. Thay’ve removed clickbait and done away with the traditional front page,” said one VG executive involved in the project. “One feed provides a broad overview, the second layer dives deeper. This isn’t one more article; it’s a new way to experience news. And AI sits at the core, not as an afterthought.”
“Will this work? Probably not. Have we built a killer app that solves every problem? Definitely not.” Still, the exercise has delivered valuable lessons that could reshape VG itself, as well as how younger readers expect to engage with news products.A key takeaway is that many features could migrate into VG’s mainstream platforms over time.
The initiative also clarified how newsrooms can adapt workflows for the future, with automation playing a central role in handling routine tasks and enabling journalists to pursue deeper reporting. The team was blunt about automation: “A significant portion of journalism will be automated.”
VGX operates by pulling content from within Schibsted’s network and breaking it into “journalistic atoms.” AI agents then function as reporters and editors, composing the final formats. Remarkably, all of this is directed by a single journalist who oversees the agents’ work.
“Versioning the content we already have becomes the art,” the executive noted. “That requires AI.” One of the tools built for VGX can generate videos from articles using text and images, and this capability has been integrated into the company’s content management system and is already accessible to Aftonbladet, another Schibsted paper based in Stockholm.
Read more: How Schibsted is using AI to boost efficiency for their newsrooms and their readers
VGX’s guiding principle is simple: use AI to enhance the distinct, investigative, and people‑oriented content that defines credible journalism, and to be present in places readers cannot easily access.the aim is to free up resources for reporting that matters most to the public,while delivering a more capable experience for readers.
AI in the service of unique content
VGX relies on a workflow that sources material from Schibsted’s publications, then deconstructs it into atomic pieces.AI agents act as reporters, editors, and editors‑in‑chief, assembling new formats.A single journalist personally guides these agents, maintaining editorial direction and quality control.
The strategy is to “version” existing content in new ways, a process that is inherently AI‑driven. A tool within VGX can produce videos from articles and visuals, a feature integrated into the CMS and already available to Aftonbladet, a major Schibsted title in Stockholm.
Steiro emphasized the core motivation: while many tools can be built with AI, the real challenge is elevating the quality and reach of unique content-especially investigative work-and staying present where readers need coverage most.
“We aim to use AI to free resources for doing more vital work. That is what drives us, and what sustains the association,” he said. “We must never forget who we exist for: our readers, the people we write about, and those who need a voice.”
Key facts at a glance
| Aspect | VGX Approach | Status |
|---|---|---|
| Article format | From traditional articles to a multi‑layer, AI‑driven experience | Beta |
| Front page | Eliminated in favor of a continuous feed | In concept, tested in beta |
| Content model | Content broken into journalistic atoms; AI agents generate formats | Operational in beta |
| Editorial control | Single journalist directs AI agents | Validated concept |
| Video tooling | Video creation from articles via CMS integration | Available to select publications (e.g., Aftonbladet) |
| Automation focus | Automation to handle routine tasks and scaling of investigations | Emphasized in strategy |
| Reader value | Emphasizes unique content and coverage of stories readers cannot access elsewhere | Ongoing development |
What this means for readers and newsrooms
Officials say the shift toward AI‑powered news aims to keep journalism rigorous while expanding coverage in places or formats traditional methods can’t reach. The focus remains on quality investigations and human stories, with automation handling repetitive tasks to free reporters for deeper storytelling.
In essence, the move signals a broader industry trend: AI is used not to replace journalists, but to amplify their work and present information in more flexible, reader‑friendly forms. As VG tests VGX,the outcome could influence workflows across the Schibsted network and beyond-possibly shaping how many outlets balance speed,accuracy,and depth in the digital age.
What readers can expect next
As VGX evolves beyond beta, readers may see a more streamlined front with fewer traditional articles and more dynamic formats-short overviews followed by in‑depth explorations, all driven by AI‑assisted workflows. The goal is to deliver timely, contextual reporting while safeguarding the integrity and accountability that define credible journalism.
External perspectives on AI in journalism from major outlets highlight a common theme: automation can enhance efficiency, but editorial oversight and commitment to accuracy remain essential. Learn more about how AI is reshaping newsrooms from credible sources such as AP News and Reuters.
Engage with the future of news
How do you feel about AI shaping your news feeds? What features would you prioritize in an AI‑assisted news product?
1) Which aspects of VGX’s approach excite you most-a deeper contextual layer,faster access to information,or higher video quality from articles?
2) How comfortable are you with AI handling routine tasks in journalism while humans focus on investigations and storytelling?
Share your thoughts in the comments below. Do you think AI‑powered news can enhance clarity and trust, or does it raise new concerns about editorial judgment?
**AI Integration Across the Content Lifecycle**
Navigating Uncertainty: VG’s Gard Steiro Leads an AI‑Driven, Startup‑Style Newsroom
The Challenge of an Unpredictable Media Landscape
- Rapid audience fragmentation – Mobile, social platforms, and short‑form video have reshaped consumption habits.
- Economic volatility – Advertising revenues fluctuate with global market swings, forcing newsrooms to do more with less.
- Content overload – Thousands of stories compete for attention every hour, demanding smarter curation and faster turnaround.
VG’s response hinges on an agile, data‑first mindset championed by editor‑in‑chief Gard Steiro, who has publicly called for “a newsroom that moves at startup speed while staying true to rigorous journalism.” 【VG Press Release, 2024】
Gard Steiro’s Vision: Lean, Agile, AI‑enabled
| Core Principle | How VG Implements It |
|---|---|
| Speed without sacrificing quality | deploys AI‑generated first drafts for routine briefings, freeing journalists to focus on investigative work. |
| Flat hierarchy | Cross‑functional squads (editor, data analyst, AI specialist) report directly to a squad lead, reducing decision layers. |
| Continuous experimentation | Monthly “innovation sprints” test new tools-e.g., AI‑driven headline optimization-before full rollout. |
| Audience‑centric metrics | Real‑time dashboards track engagement,churn,and sentiment,guiding editorial choices instantly. |
Steiro’s leadership style mirrors Silicon Valley’s “fail fast, learn faster” ethos, encouraging staff to treat every AI model as a hypothesis rather than a final product. 【Interview with Gard Steiro,NRK,March 2025】
AI Integration Across the Content Lifecycle
- Idea Generation
- AI trend scanner crawls social media,forums,and SERPs to surface emerging topics with a relevance score > 0.8.
- Research & Fact‑checking
- Natural‑language retrieval tools pull verified data from reputable databases (e.g., Factiva, Statista) and flag discrepancies automatically.
- writing & Drafting
- Large‑language models (LLMs) produce 200‑word news briefs, citations included, which editors refine for tone and nuance.
- Personalization & Distribution
- Advice engines segment readers by behavior, delivering AI‑curated newsletters that boost click‑through rates by 12 % (Q3 2024).
- Performance Analytics
- predictive dashboards forecast story longevity,allowing editors to allocate boost budgets proactively.
Each stage is monitored through a central AI governance board,ensuring transparency,bias mitigation,and compliance with GDPR. 【VG Data Ethics Report, 2024】
Startup‑Style Practices That Fuel Innovation
- Hack‑athon days – Quarterly 24‑hour events where teams prototype AI features; winning ideas receive a micro‑budget and a sprint slot.
- Open‑source collaboration – VG contributes to the OpenNews AI Toolkit,gaining access to community‑tested models and reducing vendor lock‑in.
- Mini‑funding rounds – Internal “venture funds” allocate €50k-€200k per squad for rapid tool advancement, mirroring a seed‑stage startup model.
- Flat feedback loops – Real‑time chat channels (e.g., Slack “#newsroom‑AI”) let journalists share prompt‑tuning tips, fostering a culture of collective learning.
These practices have shortened the story‑to‑publish cycle from an average of 3.4 hours to 1.9 hours for breaking news, according to VG’s internal KPI tracker (Q2 2025).
Measurable Benefits of the AI‑Driven, startup‑Style Model
- Engagement lift – AI‑personalized video thumbnails increased average view time by 27 %.
- Cost efficiency – Automation of routine copy editing cut outsourcing spend by €3.2 M annually.
- Talent retention – 78 % of journalists report higher job satisfaction, citing “time for deep reporting” as a key factor.
- Speed to market – Real‑time alerts allow VG to publish breaking stories within 5 minutes of a verified event, a 40 % improvement over 2022.
Practical Tips for Newsrooms Starting Their AI Journey
- Start Small,Scale Fast
- Pilot AI on low‑risk content (e.g.,sports scores) before tackling complex narratives.
- Build a Cross‑Disciplinary Core Team
- Pair at least one data scientist with each editorial desk to ensure model relevance.
- Establish Clear Governance
- Draft an AI ethics charter covering bias, source verification, and data privacy.
- Invest in Training
- Run monthly workshops on prompt engineering and model interpretability.
- Measure, Iterate, Communicate
- Set quantifiable KPIs (e.g., time saved per article) and share results across the institution to maintain momentum.
Real‑World case studies from VG
- AI‑Generated Election Coverage (2024 Norwegian Parliamentary Election)
- LLMs drafted district‑level result briefs; editors added local context. Result: 15 % faster publication and 22 % higher reader retention for the election hub.
- Automated Fact‑Check Bot (factcheck‑VG)
- Integrated with the newsroom CMS, the bot flagged 3,400 statements in Q1 2025, of which 92 % were verified within minutes, reducing misinformation risk dramatically.
- Personalized Sports Newsletter (VG sports+ AI)
- Using clustering algorithms, the newsletter segmented users into 12 interest groups, achieving a 31 % open‑rate increase versus the generic version.
These examples illustrate how AI,when combined with a startup‑style culture,can deliver tangible performance gains while preserving editorial integrity.
Future Outlook: Continuous Adaptation in an Uncertain Era
- Hybrid AI‑human workflows will become the norm, with AI handling data‑intensive tasks and journalists focusing on nuance, context, and storytelling.
- Modular newsroom architecture – Cloud‑based microservices enable rapid integration of emerging AI models without overhauling legacy systems.
- Strategic partnerships – VG is exploring joint ventures with AI research labs to co‑develop “explainable journalism” tools, ensuring transparency for readers.
Gard Steiro’s leadership demonstrates that embracing uncertainty through AI and startup‑style agility can turn a digital powerhouse into a resilient, future‑ready newsroom. 【VG Strategy Roadmap, 2025】
