United Media, the leading media company in Southeast Europe, continues to invest in innovation and the responsible integration of artificial intelligence into the everyday work of its newsrooms, with the goal of strengthening journalistic quality, efficiency, and editorial independence.

As part of this strategy, Net Info, a Bulgarian digital media and technology company within Nova Broadcasting Group and the United Media portfolio, presented NewsBuild.ai, a new platform designed to support web editorial teams without compromising professional and ethical journalism standards.

NewsBuild.ai combines artificial intelligence with extensive newsroom expertise and was developed in collaboration with Google News Initiative and FT Strategies, the consulting arm of the Financial Times. The platform is designed to automate routine editorial tasks, expand research capabilities, and enrich storytelling, enabling journalists to focus on high-impact reporting, analysis, and original perspectives.

The platform controls the RAG (Retrieval-Augmented Generation) process, ensuring the use of information from the media archive and officially verified sources. Artificial intelligence prepares the basis of the material facts, data, and chronology of events. It also generates detailed explanations, context, background information, and other essential elements of high-quality content. Ultimately, the journalist provides the final meaning and the unique authorial perspective to the story.

Net Info’s innovative development strategy, combined with Google’s global experience and FT Strategies’ methodology, will dramatically improve the operational efficiency of any web editorial team and unlock the journalistic and creative potential of editors. The project was part of the AI Launch Hub – a global program by Google News Initiative and FT Strategies designed to support AI transformation within the media industry.

The large-scale development of the product involves the editorial teams of United Media from Serbia, Croatia, Slovenia, Bosnia and Herzegovina, and Greece. In this way, they turn the specifics of different languages into a strategic advantage. “The most compelling part for us is discovering business applications for AI innovations. Outside the world of tech unicorns, AI transformation is driven by identifying and integrating real-world use cases. This requires, above all, common sense and a highly skilled team, which we are fortunate to have,” commented Alexander Varov, CEO of Net Info and Head of Digital Advertising and Revenue Team at United Media.

In February, he and Net Info’s Content Director Nadia Gancheva will present the new product in London during the AI Launchpad program.

NewsBuild.ai is now available to customers and partners.