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Automated editorial content built on data & AI

The world's leading Content-as-a-Service solution.

Trusted by world leading publishers

  • Over 4 million articles delivered since 2015
  • To some 150 news sites
  • In seven languages (and counting)

”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

Our mission is to empower newsrooms


We help newsrooms free up reporter time, expand their 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.


We work as a partner to publishers who are using robots as newsroom resources to launch new verticals, drive conversions, provide real-time services, do geo targeting and more.


Why publishers use content automation


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, Managing Editor Audience Engagement, 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


Why use robots?


Expand local coverage

When robots do bulk routine reporting, you can cover more communities and more topics – in more detail. All house sales, all local sports, all traffic incidents…


Free up reporter time

If you automate everything that
can be automated, you will be able to free up time for the reporters to do the important, investigative journalism.

Expand your business@2x

Grow your business

By leveraging the volume of robot content, you can use it as a base to launch new sites, grow in new geographies, and reach new audiences.


Boost revenues

Robots write volumes of stories, all relevant to clusters of local readers, which means scope to drive advertising and / or reader revenues.

Learn more about automating editorial content.

Automated content services



- Automated game reports
- Coaches' comments
- Graphics

Real Estate

- Articles with price, size
- Trend analyses
- Street view images / maps


- Company registrations/bankruptcies
- Annual reports
- Graphs and images


- Updates on traffic incidents
- Geographical location
- Maps / satellite images


- Hyperlocal forecasts three times/day
- Weekend forecasts
- Graphics

What our clients say about us

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“United Robots are solution-oriented and have a great understanding of our reader business. Hence, the end customer of the automated text is thought of already in the development stage.”

Anders Sjölin, Smålänningen, Bonnier News Local


“We've only needed four weeks to launch the service on our site. I feel safe in the knowledge that this positive partnership means we'll be able to make this service even better going forward.”

Mads Ommundsen, Fædrelandsvennen, Polaris Media Group


“What I appreciate most is the close collaboration with United Robots. Together, we come up with solutions that make the content both better and more readable.”

Anna-Karin Tilleby, NTM


“United Robots thoroughly understand the needs of our newsroom and the business of journalism. That means they are a fully fledged partner, and as such they are quick and proactive.”

Ard Boer, NDC Mediagroep, Mediahuis


“It’s been fantastic to work with developers who are just as keen to drive innovation as I am. With projects like these, there’s always a risk that you launch and leave, but the United Robots team continues to walk that extra mile.”

Jan Stian Vold, Bergens Tidende, Schibsted


How automated content supports the newsroom

Automating editorial content creation is no longer a thing of the future. Our robots support newsrooms with routine reporting on sports, traffic updates, house sales, new company registrations, weather and more. Here's how.

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