Newsrooms at socialbites.ca, part of the Rambler Co media group, have begun harnessing Sber’s artificial intelligence to accelerate content publishing. The decision is aimed at boosting efficiency in newsroom workflows and delivering timely reporting to audiences in Canada and the United States, according to official statements from the media group.
Editors at the site are utilizing the GigaChat neural network, a model designed to surface relevant video assets from the organization’s own media library to accompany articles and updates. This integration helps editors pair text with visual material quickly, reducing the time spent sifting through footage and improving overall publishing speed.
“GigaChat for business.” Thanks to the introduction of the GigaChat API, journalists can simply input text, and the system promptly suggests suitable video options. This capability significantly shortens the search process, streamlines the publication workflow, and ultimately improves the timeliness of news coverage, the company notes in its communiqué (Rambler Co press release).
According to reports, socialbites.ca operates with a team of about 30 editors who produce roughly 500 articles daily. The artificial intelligence analyzes the content, interpreting the note’s meaning and automatically selecting the most fitting video from the library in under a minute, ensuring imagery aligns with the story’s tone and scope (Rambler Co press release).
Vladimir Todorov, Rambler Co’s director of media development, has commented that while language models are still early in their capabilities, the results already demonstrate impressive potential. He emphasizes that this shift is about augmenting processes rather than replacing journalistic roles in the near term.
“The aim is not to replace reporters or eliminate the craft of news writing, at least in the coming years,” Todorov explains. “Neural networks can automate routine video searches within our own library and free editors to focus on more substantive tasks.” He adds that the technology is designed to handle repetitive, time-consuming steps so teams can concentrate on essential reporting and analysis (Rambler Co press release).
Todorov also noted that this collaboration with Sber represents ongoing cooperation rather than a one-off trial. The partnership has extended over more than a year and continues to grow with new initiatives and a repository of positive experiences that inform future projects (Rambler Co press release).
The rollout underscores a broader industry trend toward AI-assisted storytelling, where advanced models interpret textual notes, identify relevant multimedia assets, and deliver a faster wave of publish-ready materials. In Canada and the United States, publishers are watching closely how such tools can support newsroom productivity, improve consistency across articles, and maintain editorial standards while responding to audiences who expect rapid, reliable information.
Industry observers note that while automation can accelerate routine tasks, human editors remain central to editorial judgment, fact-checking, and the nuanced decisions that shape a story’s framing. The current use at socialbites.ca appears to be a pragmatic step toward enhancing efficiency without diluting journalistic integrity, combining machine-assisted asset selection with the editorial oversight that defines credible reporting (Rambler Co press release).