Visibilio — Issue 01 · Case study · 06 of 08
United Group: NewsBuild.ai.
United Group is one of the largest telecoms and media groups in South-east Europe. They were building NewsBuild.ai — an internal product to scale content production across their media properties — and brought us in for the editorial architecture. We shaped how the system would think. They built it. The product is live inside the group, producing content across multiple outlets in the portfolio.
01 — Engagement
Editorial architecture for an internal content production product.
The problem United Group brought to us was structural, not editorial. They had a clear sense of what NewsBuild.ai needed to do — ingest signal from agency feeds and other sources, cluster and prioritise stories by topic, calibrate output to the editorial voice of each property in the group, support continuous story development. What they wanted from us was advisory work on the layer above the build: how the editorial logic should be architected, where specialised agents should sit in the pipeline, how the operating model should distinguish between machine work and editor work, what the human-in-the-loop should actually do. The engagement was advisory. The build was theirs.
02 — Shaped
Three layers of editorial architecture, agent specialisation, and operating model.
Editorial architecture. We mapped how signals should flow from intake through clustering, prioritisation, voice calibration, drafting, and review — with explicit decisions about where editorial judgement enters the pipeline and where it doesn’t. Agent specialisation. We advised on how the work should split across agents — one for clustering, one for scoring, one per editorial voice, one for fact-checking — rather than building monolithic agents that try to do everything. Operating model. We shaped the boundary between machine output and human editorial review, including the editor’s role in calibrating Digital Twins for each property’s voice and the audit trail required for content the group ships at scale.
03 — Outcome
NewsBuild.ai is built. The architecture we shaped is what runs inside it.
United Group built NewsBuild.ai with their own engineering and editorial teams. The product is operational inside the group, producing content across multiple media properties in the portfolio. The advisory work ended where the build started — we don’t operate the product, don’t review its output, don’t sit on the editorial standards committee that approves what ships. That separation is honest about the limits of advisory work: the architecture we recommended is what we can be credited for; the discipline of running the product day-to-day belongs to United Group’s own teams. NewsBuild.ai is the case study because the architecture stuck. Building the right system is one part of the work. Choosing the right architecture before you build is the part we shaped.
We shape architectures. We don’t pretend to run what other companies build.
Want advisory work on the editorial architecture of your build?
Drop us a short note about what you’re trying to do with content, and one of us will get back to you within a working day.
Get in touch