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What if your daily dose of news didn’t come as a traditional article or a dry headline, but as an AI-generated rap song? Imagine a chatbot that walks you through difficult news stories, helping you process them in a way that feels personal and approachable. This isn’t a far-off dream—it’s the reality Schibsted Media Group is working on right now. As one of the largest media companies in the Nordic region, Schibsted is using artificial intelligence (AI) to completely change how news reaches younger audiences.
Leading this bold experiment is Agnes Stenbom, recently named Sweden’s AI Person of the Year. Agnes heads Schibsted’s innovation unit, IN/LAB, and oversees Trust Initiatives. She’s also a doctoral researcher studying AI in journalism and co-founder of Nordic AI Journalism, a network advocating for responsible AI use. But for Agnes, her mission goes far beyond technology. “It’s about creating a newsroom that listens to people who don’t feel seen or heard by traditional media,” she said. “The younger generation wants news that speaks their language—and we’re here to deliver.”
One of IN/LAB’s most fascinating projects is the “News as Music” experiment, where Schibsted teamed up with Aftonbladet, Sweden’s leading news brand. Together, they used AI to transform articles into rap songs. “We realized that people connect to stories when they’re told in a way that feels natural to them,” Agnes explained. “Music has always been a universal way of sharing stories, from lullabies to protest songs. Why shouldn’t news be part of that?” While legal issues surrounding AI-generated music put the project on hold, the results showed a key insight: young people are more likely to engage with news when it feels culturally relevant. “It’s about meeting them where they are,” she said. “And where they are is on Spotify or TikTok.”
But Schibsted isn’t stopping at music. Agnes and her team are also testing ways to let audiences take control of their news experience. They’ve developed customizable AI news anchors and “news concierges” that deliver stories tailored to each user. It’s a significant shift for journalists, who are used to controlling how stories are told. “Letting go of control is scary,” Agnes admitted, “but younger generations expect to be part of the process. They don’t want to just read the news—they want to shape it.”
While the technology is groundbreaking, Agnes emphasizes that real innovation comes from changing newsroom culture. Through their AI Academy, Schibsted has trained thousands of employees, not just in using AI but in thinking critically about it. “AI is a tool, not the solution,” Agnes said. “The real magic happens when people start asking questions like, ‘How can this make our journalism more meaningful?’ That’s where transformation begins.”
For Agnes, the goal isn’t just about creating cool tech—it’s about restoring people’s trust in the media. “We’ve heard from so many young people who feel disconnected from the news,” she said. “They think it’s too negative, too overwhelming, or just doesn’t speak to them. If we can use AI to change that, to make news feel personal and even uplifting, then we’re doing something right.”
Schibsted’s work shows that the future of journalism doesn’t have to be boring or stuck in the past. It can be innovative, engaging, and even fun. As Agnes put it, “We’re not just experimenting with AI—we’re reimagining what news can be.” And who knows? Maybe the next big headline you read will come with a beat.
