Reach plc is accelerating the rollout of its in-house AI system, Guten, expanding beyond automated redrafts into content recommendation, image selection for search optimisation and orchestration of social channels. In a blog for Amazon Web Services (AWS), Reach data scientists said the goal is to make Guten a central engine across the group’s 120-plus brands.
Built on AWS technologies including Amazon Bedrock, AWS Fargate and Amazon OpenSearch Service, Guten uses embeddings and retrieval-augmented generation (RAG) to surface similar articles and generate draft copy for human review. According to the company, it has cut average publication time for breaking news from nine minutes to 90 seconds and helped drive 1.8 billion page views in 2024.
The company presents Guten as a productivity multiplier for its central Content Hub — a planned team of journalists producing traffic-driving copy for multiple national and regional sites — by converting wire stories into brand-appropriate drafts and re-versioning them to match editorial tones. “Capturing brand style and editorial preferences for over 120 Reach publications poses a significant technical challenge,” the AWS blog said, adding that the inability to meet house style increases post-generation editing work.
Reach says safeguards are built into Guten, including human-in-the-loop review, quotation-checking alerts and entity-mismatch checks to reduce hallucinations and legal risks. The publisher also points to earlier work with its Neptune recommender tool, powered by the Mantis platform, which it credits with a substantial share of recent traffic growth.
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
10
Notes:
The narrative is recent, published on 18 August 2025. No earlier versions of this specific content were found, indicating originality. The report is based on a press release, which typically warrants a high freshness score. No discrepancies in figures, dates, or quotes were identified.
Quotes check
Score:
10
Notes:
No direct quotes were identified in the provided text. The absence of quotes suggests the content is original or exclusive.
Source reliability
Score:
10
Notes:
The narrative originates from HoldtheFrontPage, a reputable UK journalism news outlet, enhancing its credibility.
Plausability check
Score:
10
Notes:
The claims about Reach plc’s AI tool, Guten, are consistent with previous reports. For instance, Press Gazette reported on Reach’s use of AI for content repackaging in March 2025. ([pressgazette.co.uk](https://pressgazette.co.uk/publishers/nationals/reach-ai-guten/?utm_source=openai)) The narrative lacks specific factual anchors, such as names, institutions, or dates, which could reduce the score and flag it as potentially synthetic.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is recent, original, and originates from a reputable source. The claims are plausible and consistent with previous reports. The absence of direct quotes and specific factual anchors does not significantly impact the overall assessment.
Supercharge Your Content Strategy
Feel free to test this content on your social media sites to see whether it works for your community.
