VG’s Bold Experiment: Reimagining News Delivery with AI – And What It Means for the Future of Journalism
Norwegian news leader VG (Verdens Gang) recently undertook a fascinating, and ultimately instructive, experiment called VGX. It was a radical departure from their traditional digital format, designed to explore how artificial intelligence could fundamentally reshape news consumption. While VGX itself is now sunsetted, the insights gained are poised to substantially influence VG’s future – and offer valuable lessons for the entire news industry.
This article dives into the core principles behind VGX,the challenges faced,and the crucial takeaways regarding AI’s role in modern journalism. We’ll explore how VG is leveraging AI not to replace journalists,but to empower them,focusing on what truly matters: unique,impactful reporting.
The Demise of the Familiar: What Was VGX?
VGX wasn’t a simple website redesign. It represented a complete rethinking of the news experience.According to VG’s Editor-in-Chief, Gard Steiro, the project intentionally abandoned several core elements of modern news websites:
* The traditional front page is gone. No more curated selection of top stories.
* Pre-rolls and click-to-play videos were eliminated. A focus on seamless consumption.
* Clickbait headlines were removed. Prioritizing substance over sensationalism.
Instead,VGX presented news through a two-layered feed. The first layer provided a broad overview,while the second offered in-depth exploration. Crucially,this wasn’t about simply adding AI onto existing processes; AI was built into the very foundation of the platform.
A Learning Experience: Why VGX Didn’t Last (But Still Succeeded)
Steiro is candid about the project’s outcome. “Will this work? Probably not,” he admitted at WAN-IFRA’s Newsroom Summit 2025.VGX wasn’t a “killer app” that solved all the industry’s problems. Though, that wasn’t the point.
the primary goal was learning. VGX served as a crucial testing ground, revealing valuable insights into:
* The expectations of younger readers. Understanding how the next generation consumes news.
* Adapting newsroom workflows. Preparing for a future increasingly reliant on automation.
* The potential of AI-driven content creation. Exploring new ways to deliver facts.
AI as a Core Component: The “Journalistic Atoms” Approach
VGX’s innovative approach centered around breaking down content from across Schibsted Media (VG’s parent company) into “journalistic atoms” – essentially, essential units of information.
Then, AI agents stepped in, acting as:
* Reporters: Gathering and synthesizing information.
* Editors: Structuring and refining content.
* editors-in-Chief: Overseeing the overall narrative.
Remarkably, this entire process was managed by a single reporter, directing the AI agents. This highlights a key shift: AI isn’t meant to replace journalists, but to augment their capabilities, allowing them to focus on higher-level tasks.
automation in Action: From Articles to Videos – Instantly
One tangible outcome of the VGX project is a new tool integrated into VG’s Content Management System (CMS). This tool can automatically generate videos from existing articles, using text and images. It’s already being utilized by Aftonbladet,another Schibsted publication in stockholm,demonstrating the immediate practical benefits.
This capability underscores a growing trend: a notable portion of journalism will be automated. As steiro powerfully states, “If we don’t do it, others will. And thay will take our role in society.”
The Future of VG: AI in Service of “Unique Content”
VG’s AI strategy isn’t about churning out generic news. It’s about freeing up resources to focus on what truly sets a news institution apart:
* Investigative journalism. In-depth reporting that holds power accountable.
* On-the-ground reporting. Bringing stories from places readers can’t go themselves.
* Human-interest stories. Giving voice to those who need to