Co-creation and AI for a local sports coverage that engages and includes

Purpose and goal

"We connect the publisher with the audience through an automated communication. We create citizen journalism in the local sport". That was the stated purpose of the project. The quality should be so high that the texts could be published in traditional local media. Since automatic texts with automatically retrieved comments every day are published on Swedish local media sites, the purpose and objectives of the project are fulfilled.

Expected results and effects

Result: Coaches, readers and publishers appreciate the texts automatically enriched with coach comments. United Robots has built a digital AI platform to automatically send messages to coaches, receive comments, process them and insert them into already published automatically produced texts on the newspapers´ websites. Several Swedish local media houses have purchased the service.

Planned approach and implementation

The project has largely followed the plan that was laid down in the application. As far as digital development is concerned, the process has gone well, and we have progressed faster than expected and also come further. The biggest challenge has been the parts of the project that depend on human interaction. For example, it has proved to be more important than we thought to anchor the process with the team´s coaches. With the publishers, we have had to guarantee manual moderation of the comments.