Schibsted Media Group has established a partnership with OpenAI to integrate content from its flagship publications into AI products like ChatGPT. The collaboration enables Schibsted to reach ChatGPT's 300 million users while allowing the AI platform to deliver more relevant Nordic news with proper attribution.
The partnership comes as media enterprises globally struggle with digital transformation challenges and declining traditional revenue streams. By embracing AI-powered distribution, Schibsted follows many other publishers into the OpenAI content partnership world.
Schibsted has already developed several AI-powered tools that enhance reader engagement. These include Aftonbladet's election-focused AI chatbot that answered over 600,000 reader questions and personalised news summary tools that boost reader retention. The company has also deployed AI-driven text-to-speech and text-to-video solutions to transform articles into multimedia content, significantly expanding their accessibility and reach.
"This partnership is part of Schibsted Media's broader efforts to integrate AI in ways that support and strengthen journalism," explained Siv Juvik Tveitnes, CEO of Schibsted Media Group. "By combining our editorial expertise with OpenAI's technology and insight, we continue adapting to ensure that journalism evolves alongside technological advancements."
The integration provides clear business advantages beyond financial considerations. By ensuring proper attribution in ChatGPT responses, Schibsted protects its brand integrity while potentially driving traffic back to its websites. This attribution model addresses one of the key concerns media enterprises have raised about AI systems - the potential for content to be used without proper credit or compensation.
For OpenAI, the partnership enhances its product offering while addressing criticism about using publisher content without permission. The collaboration also provides a framework for measuring the value exchange between AI systems and content providers - a critical challenge in the evolving enterprise AI landscape. While specific financial terms weren't disclosed, the partnership establishes a commercial relationship that recognises the value of premium content in training and informing AI systems.