North East Media wanted to reduce double-handling of media releases that were relevant to multiple newspapers in their regional media group. Separate newsrooms were often reworking the same press releases and publishing variations of the same story across different mastheads. This meant significant duplication in time and effort from the newsroom staff.

North East Media developed an AI-powered tool that automates the rewriting and assigning of press releases, streamlining the entire process. After extensive testing, the tool creates articles that require only minor edits to be usable. These are intended as a base for multiple newsrooms to build original reporting around. The tool also includes a system to manage editing, preventing duplicate work. It will be rolled out in stages to all newspapers in the group.