Inside VG’s ‘Speedboat’ Strategy to Outpace AI and Rethink Legacy News Products

Why It Matters

The approach shows how legacy publishers can stay relevant by marrying trust with convenience, using AI to automate low‑value work while protecting editorial integrity. Successful pilots could redefine newsroom workflows across Europe’s media conglomerates.

Key Takeaways

• VG adopts 'speedboat' model for rapid product experimentation.
• VGX app replaces traditional front page with video‑rich feed.
• No CMS; journalists collaborate with AI agents for content creation.
• Personalised updates adjust based on each user's last visit.
• Goal: shift staff from routine tasks to AI‑proof storytelling.

Pulse Analysis

VG’s "speedboat" methodology reflects a broader industry shift toward modular innovation. Rather than overhauling massive legacy platforms—a costly, slow process—Schibsted’s experiment isolates new ideas in a lightweight app, VGX, that can pivot quickly. This mirrors the startup mindset of testing hypotheses in a sandbox before scaling, allowing publishers to gauge audience reaction, technical feasibility, and revenue impact without jeopardising their core brand reputation.

The VGX design challenges the century‑old newspaper article format by foregrounding video and a personalized feed, acknowledging that younger readers favor bite‑sized, multimedia storytelling. By eliminating a traditional CMS and embedding AI agents, the workflow reduces hand‑offs, accelerates publishing, and democratizes content creation across the newsroom. Tools like Videofy and Podify illustrate how automation can transform text into rich media, expanding reach while preserving journalistic oversight.

If VGX’s experiments prove successful, the ripple effect could reshape Schibsted’s portfolio and inspire peers to adopt similar "agentic" workflows. The strategic aim—shifting human effort from repetitive production to uniquely human storytelling—addresses the looming threat of AI‑generated news that can erode trust. By defining a measurable share of "AI‑proof" content, VG sets a benchmark for the industry, signaling that the future of news lies in blending trusted editorial judgment with scalable technology.