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Newsroom resources are limited. Local stories are endless.

With United Robots’ automated content products you can provide coverage where previously there was none.

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Join the growing group of publishers who leverage news automation


”People talk about ABBA and IKEA, but I think the best thing to come out of Sweden is United Robots.”

Robert Whitehead, Moderator, INMA Media Innovation Week


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Local media is facing multiple challenges:

  • Pressure on newsroom resources
  • Creating journalism that’s inclusive & relevant to more people
  • Covering all the community information readers expect
  • Growing revenue from digital journalism


We can help!

United Robots mission is to empower local news publishers. We help newsrooms:

  • free up reporter time,
  • expand coverage,
  • and grow business.

We do this by providing routine reporting – done by our robots, based on structured data on topics like sports and real estate.

The result: You can cover more topics, across more geographies, reaching more readers with relevant content. With no impact to your journalists’ time.

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This white paper goes into detail of six distinct use cases, covers how to work out your content automation strategy as well as best practice for how to get the right content to the right reader across local communities.

Best practice for content automation in local media

Why publishers use content automation

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Discovering the gaps

“It’s great to say you want to start testing AI, but you need to work out what problem you’re solving for. For us, it was about bringing in more information – we want to be a community portal and we want our journalists to produce journalism, not track down information.”

Cynthia DuBose, Senior VP Product & Experience, McClatchy


Covering 60,000 football matches

“Thanks to automated journalism, we’re able to write about every single local football match, coverage that’s not provided by anyone else. That, combined with the crowdsourcing element, will drive inclusivity and engagement in the local sports communities, and by extension create value in our news brand.”

Ard Boer, Sports Project Manager, NDC Mediagroep


Expanding coverage

"Nothing can replace the work of our talented journalists. Technology does, however, afford us unique opportunities to cover more teams, more players, in an efficient and creative manner."

Neal Ronquist, General Manager of The Rink Live, Forum Communications


Driving digital subscriptions

"If you want to be successful with automated content, you have to handle it like you do reporter written articles. If you’ve identified that it has value, and subscribers appreciate it, then you need to promote it – and you will get results."

Anna-Karin Tilleby, Project Manager Content Development, NTM


Filling white spots

“While we have razor sharp focus on local content, we still have white spots on the reporting map. With automated texts we ensure readers in these areas too, receive regular updates about local events."

Peter Sigfridsson, Head of Production Development, Gota Media


Automating the small newsroom

"We know where to deploy our resources in order to make our readers happy. And if we can use technology and automation to perform tasks as well as we reporters would, there’s no doubt that’s what we should do."

Helena Tell, Editor-in-Chief, Bärgslagsbladet, Bonnier News Local


Driving subscription sales

"The high quality of this real estate content, combined with the fact that it’s automatically generated, provides a net value for us – and our readers."

Jan Stian Vold, Project Lead, Bergens Tidende, Schibsted


Driving reach

"We believe publishing thousands of articles with a dozen or so views each, generates value in a couple of ways. Local sports articles often go viral in small clusters which means we reach big audiences on a hyper local level. It’s also important for our brand to be seen to provide coverage of all leagues and divisions, including junior ones."

Hannes Andersson, CEO, EverySport Media Group



We have a number of automated content products based on structured data. The products we offer depend on the data available in the respective country.

Products include sports, real estate sales, company registrations, traffic incidents, weather, and more.

Read more about our products

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211 35 Malmö

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