The Kropyvnytskyi-based media outlet Hrechka is exploring AI technologies — from the creative format “News That Sings,” where news stories are turned into musical performances, to collaborations with Bidmatic Inc. and a tool that converts texts into avatar-narrated videos.
The Hrechka editorial team has integrated artificial intelligence into their daily workflow to streamline content creation and save resources.
One of the AI-powered formats is “News That Sings,” where news texts are transformed into musical pieces complete with video editing and subtitles.
Hrechka also uses the HeroVideo tool by Bidmatic, which automatically turns text articles into videos. The service is available on the website and social media, letting the audience not only read but also listen to the news.
Hrechka began working with artificial intelligence in 2020. The team says AI has become an essential part of their daily workflow. What pushed the newsroom toward adopting these technologies was a shortage of time and staff — so they started looking for ways to optimize processes and achieve better results with fewer resources.
Anastasiia Dziubak explains that when creating the entertainment format “News That Sings,” journalists uploaded news texts into an AI tool that turned them into songs. The team then edited the videos and added subtitles. Although the series was paused, they plan to bring it back. For instance, one of the videos featured the news that a women’s entrepreneurship hub was planned to open in Kropyvnytskyi. Viewers responded in the comments: “What a brilliant presentation of the material! Thanks for the support!”
In spring 2025, Hrechka began collaborating with Bidmatic Inc., which had launched the HeroVideo tool in 2024 — a service that converts written materials into videos. The platform allows users to choose avatars (virtual presenters), select language and voice, and generate ready-to-publish video content in seconds. The partnership was initiated by Bidmatic, who reached out to the newsroom back in winter. By June, the Hrechka team had started integrating HeroVideo into their daily work.
Now, many articles on Hrechka’s news site can not only be read but also listened to, narrated by an AI voice-over. Readers simply click the Listen to the News button on the main image of each article. These videos are also shared on the outlet’s social media pages.
“The system isn’t perfect, but it saves a lot of time and resources — everything is done with one click, and views can range from 20,000 to 200,000 without any extra effort,” says Hrechka editor Anastasiia Dziubak.
The newsroom has noticed steady audience growth on TikTok, where Hrechka now has around 8,000 followers. The most popular video created with HeroVideo has gained over 30,000 views.
The team has also developed a policy on the use of AI, published on their website and set to be expanded in the future. According to Anastasiia Dziubak, the newsroom takes a responsible approach to adopting new technologies, and final content checks are always done by journalists.
Hrechka also uses AI for rewriting third-party texts, processing large data sets, and occasionally for generating illustrations or creating entertainment formats such as quizzes and tests.
Among the tools the team works with are Juxtapose, Inoreader, Suno, Captions.ai, LanguageTool.
