Navigating the Newsroom of the Future: How VG is Embracing AI and Agile Change
The media landscape is in a state of constant flux, and leading news organizations are grappling with how to adapt to a rapidly changing digital world. Gard Steiro,Editor-in-Chief and CEO of verdens Gang (VG),Norway’s largest tabloid newspaper,understands this challenge intimately. Speaking at the Newsroom Summit in Copenhagen, Steiro outlined a bold vision for VG’s future, one built on agility, innovation, and a fundamental rethinking of how news is created and delivered. This article delves into VG’s strategic response to the evolving media landscape,focusing on its embrace of artificial intelligence (AI) and its shift towards a more startup-like organizational structure.
The Shifting sands of Digital Distribution
Steiro paints a stark picture of the challenges facing news organizations today. “The internet as we know it is changing, maybe it’s on life support. the no-click search future is already here,” he stated, highlighting the diminishing reliance on traditional digital distribution channels. This shift demands a proactive approach, and VG is responding by investing in radical innovation and restructuring its operations to prioritize speed and adaptability. The traditional model of relying on page views and advertising revenue is becoming increasingly unsustainable, necessitating a focus on direct relationships with readers and diversified revenue streams.
From Print to Digital and Beyond: A History of Adaptation
VG’s willingness to embrace change isn’t new. The publication has successfully navigated previous industry transitions, from print to digital and the rise of mobile. However, Steiro emphasizes that the current disruption, driven by AI, is different. The digital VG, with its two million daily users, is now facing similar challenges to the print newspaper it once was – an aging audience and difficulty attracting new readers. This realization has spurred a complete overhaul of the organization,recognizing that “it would be unwise to keep working as before.”
Embracing the Startup Mindset
To foster innovation and agility, VG has adopted principles typically associated with startup companies. this transformation is guided by four key principles:
- Increased Flexibility: The ability to quickly adapt to new technologies and evolving audience preferences.
- Faster Innovation: Accelerating the advancement and implementation of new ideas within the newsroom.
- Reduced Cost: Streamlining operations and making more efficient use of resources.
- Reduced Complexity: Simplifying processes and organizational structures.
This shift involves breaking down traditional silos and fostering cross-functional teams. Steiro explains that the problems facing modern news organizations don’t align with traditional organizational charts, requiring a more collaborative and integrated approach. Furthermore, VG is actively working to cultivate a new company culture, emphasizing transparency and shared understanding through daily all-hands meetings that encompass all departments, from journalism to business development. This holistic approach aims to ensure everyone understands the drivers of growth and the needs of the audience.
VGX: A Radical Reinvention of the News Experience
Perhaps the most ambitious aspect of VG’s transformation is “VGX,” a project described by Steiro as “a totally new VG.” This initiative represents a complete reinvention of the news product, developed by a small, autonomous team shielded from the constraints of established norms. The team conducted extensive research, interviewing young people who were aware of VG but not actively reading it, and gathered feedback from 700 beta users.
VGX is a departure from traditional news formats. Steiro revealed that the project has eliminated articles as they are traditionally known, pre-roll ads, click-to-play videos, and even the front page. Rather, it offers a feed-based experience with layered content – an overview followed by in-depth exploration. crucially,AI is not an add-on but is “built into the core” of VGX. While acknowledging the project may not be a guaranteed success, Steiro emphasizes its value as a learning opportunity and a catalyst for innovation.
AI as a Tool for Content Creation and Efficiency
VG’s embrace of AI extends beyond VGX. The organization is leveraging AI to streamline content creation and improve efficiency. VGX utilizes a workflow where content is aggregated from other Schibsted Media publications, broken down into “journalistic atoms,” and than reassembled into new formats by AI agents acting as reporters, editors, and even editors-in-chief.Remarkably, this process is currently overseen by a single reporter, demonstrating the potential for automation to augment human capabilities.
One specific tool developed for VGX can automatically generate videos from articles containing text and images. This tool has already been deployed at Aftonbladet, another Schibsted publication in Sweden, showcasing the scalability of these AI-powered solutions. Schibsted’s broader AI strategy focuses on boosting efficiency for both newsrooms and readers, highlighting a company-wide commitment to leveraging the technology.
The Human Element Remains Paramount
Despite the increasing role of AI, Steiro stresses that the core mission of journalism remains unchanged. “Everybody can build AI tools, that’s not so tough. The difficult thing is to improve the unique content,” he asserts, emphasizing the importance of investigative journalism and reporting that goes “where readers cannot go.” The goal is to use AI to free up resources, allowing journalists to focus on high-value work that requires human creativity and critical thinking. Ultimately, VG’s AI strategy is driven by a commitment to serving both its readers and the individuals and communities it covers.
Looking Ahead: A Future of Continuous Adaptation
VG’s journey is a testament to the need for news organizations to embrace change and experiment with new technologies. The challenges are meaningful, but Steiro’s leadership and VG’s willingness to disrupt themselves position the publication for success in the evolving media landscape. The future of news will likely involve a hybrid approach, combining the power of AI with the irreplaceable value of human journalism. The key will be to remain agile, adaptable, and focused on delivering compelling content that serves the needs of a changing audience.