10:36 am - April 9, 2026
- INMA’s new report reveals a three-pronged AI user journey approach for publishers
- Emphasis on structured content, audience loyalty, and first-party data in adapting to AI
- Industry urged to redesign journalism for fragmented, automated audience interactions
The International News Media Association (INMA) has set out a framework for publishers trying to adapt to a world where audiences increasingly find and use news through AI rather than traditional search.
In a report titled AI-First User Journeys: A Strategic Framework for Publishers, INMA says the shift from search-led discovery to conversational interfaces is changing how people encounter journalism, how they consume it and, increasingly, how they act on it. The report, written by Jodie Hopperton, INMA’s product and technology initiative lead, draws on discussions with media executives across North America, Europe, Latin America and Asia.
At the centre of the analysis is a view that publishers now need to think across three separate but connected AI-led journeys: text-first, audio-first and agentic.
The first covers conversational experiences built around written output; the second concerns spoken or voice-based formats; and the third refers to AI systems that do more than answer questions, instead helping users complete tasks. INMA argues that news organisations will need to design for all three if they want to remain visible and useful.
The report also points to several practical priorities. It says publishers should invest in structured, modular content that AI systems can more easily interpret and reuse. It urges media groups to move beyond traffic as the main measure of success and to place greater emphasis on audience relationships, loyalty and direct connections. It also says stronger first-party data foundations will be essential as publishers try to understand users and build products that can survive amid platform disruption.
Hopperton said the report was intended to bring together patterns INMA has been hearing across the sector. Earl Wilkinson, INMA’s executive director and chief executive, said publishers that build around audience needs rather than chasing each new technology cycle will be better placed to lead the next phase of industry change.
The findings come as publishers worldwide are already wrestling with the impact of AI on search, audience acquisition and newsroom workflows. INMA has previously highlighted how product investment, personalisation and first-party data have become central to publishers’ strategies, while separate industry discussions have pointed to the risks posed by AI-generated search summaries that reduce clicks to news sites.
In that context, the new report suggests the industry’s challenge is not simply to adopt AI tools, but to redesign journalism for a more fragmented and automated audience journey.
INMA says the future of news is likely to be shaped less by single platforms than by a user-first model in which AI orchestrates discovery, consumption and action across multiple formats. The report is available to INMA members and can also be purchased from the organisation.
Source: Noah Wire Services
- https://indianprinterpublisher.com/blog/2026/04/inma-ai-first-user/ – Please view link – unable to able to access data
- https://www.inma.org/press-release.cfm?article=INMA-releases-report-defining-AI–first-user-journeys-for-news-publishers – The International News Media Association (INMA) has released a report titled ‘AI-First User Journeys: A Strategic Framework for Publishers’, examining how artificial intelligence is reshaping audience engagement with news. Authored by INMA’s Product & Tech Initiative Lead, Jodie Hopperton, the report discusses the shift from search to conversational interfaces and its impact on audience behaviour. It identifies three emerging AI-first journeys—text-first, audio-first, and agentic—and emphasizes the need for publishers to design coordinated experiences across all three to remain relevant. The report also highlights key priorities for publishers, including investing in structured, modular content systems, redefining success metrics beyond traffic, and strengthening first-party relationships. The full report is available for free to INMA members and for purchase at INMA.org.
- https://www.inma.org/blogs/main/post.cfm/new-inma-report-offers-news-companies-a-framework-for-ai-first-user-journeys – INMA’s latest report, ‘AI-First User Journeys: A Strategic Framework for Publishers’, offers news companies a framework for AI-first user journeys, including text-first, audio-first, and agentic AI priorities. Authored by Jodie Hopperton, INMA’s Product & Tech Initiative lead, the report examines how AI is reshaping how audiences discover, consume, and act on news. It synthesizes insights from conversations with media leaders across North America, Europe, Latin America, and Asia, and argues that publishers must design coordinated experiences across all three AI-first journeys to remain relevant. The report also highlights key priorities for publishers, including investing in structured, modular content systems, redefining success metrics beyond traffic, and strengthening first-party relationships. The full report is available for free to INMA members and for purchase at INMA.org.
- https://www.inma.org/blogs/conference/post.cfm/news-publishers-share-first-party-data-foundations – News companies are sharing their first-party data foundations to better understand their audience and improve their data strategies. Christer Ljones, director of advertising data capabilities at Schibsted, emphasized the importance of understanding the terrain in which publishers operate when outlining their data strategies. He discussed the challenges posed by regulations like GDPR and the dominance of tech companies, which result in the loss of a significant portion of user data. Schibsted has focused on in-house advertising, matched audience leadership, and outcomes moving into the future. The article also outlines the stages of data maturity, from data collection to data optimization, and highlights the importance of data as the foundation for AI readiness and future growth.
- https://www.inma.org/blogs/product-initiative/post.cfm/news-publishers-will-focus-on-ai-customer-journeys-personalisation-in-2024 – In a recent INMA Webinar, industry leaders discussed the major issues news publishers will tackle in 2024, including AI, customer journeys, and personalisation. INMA Product Initiative Lead Jodie Hopperton highlighted the need for better customer focus and reported that product was the No. 2 area of investment for companies, second only to subscriptions. The discussion also touched on the rapid evolution of AI and its potential impact on democracy, with concerns about the spread of misinformation. Executives from Gannett, Mediahuis, and News Corp Australia shared their priorities for the coming year, focusing on AI and automation, customer satisfaction, and personalisation to enhance value for customers.
- https://www.inma.org/blogs/conference/post.cfm/leading-media-executives-chart-journalism-s-future-via-audience-first-strategies-and-ai-enabled-newsrooms – At INMA’s Newsroom Innovation Hub in Dublin, leading editorial professionals shared strategies for journalism’s future, focusing on audience-first models and AI-enabled newsrooms. Discussions centred on redefining success through data, adopting user-needs frameworks, integrating AI and automation into newsroom routines, confronting the dominance of platforms and creators, and responding to the urgency of the moment. The event highlighted the importance of distinctiveness, engagement, and cultural change in building adaptive, data-driven, audience-focused newsrooms. Keynote speaker Jess Awtry emphasized the seismic impact of content creators on news websites and the need for news outlets to adapt quickly to new trends.
- https://www.inma.org/blogs/conference/post.cfm/european-publishers-confront-ai-at-the-crossroads-of-media-transformation – European publishers are confronting AI at the crossroads of media transformation, facing challenges such as Google’s AI-driven search overviews and the risk of disintermediation. Robert Whitehead, lead of INMA’s Digital Platform Initiative, described Google’s AI-driven search overviews as a ‘watershed moment’, where users get answers without clicking through to publishers, threatening advertising, subscriptions, and brand attribution. Publishers are responding in three ways: licensing deals, proprietary AI tools, and direct relationships with readers. The article also discusses the cultural and literacy challenges of AI adoption, emphasizing that AI is as much a people issue as a technical one, and highlights the importance of organizational culture in determining AI’s success.
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 article references a press release dated 31 March 2026, which is consistent with the publication date of the article. No evidence of recycled or outdated content was found. The narrative appears original and timely.
Quotes check
Score:
8
Notes:
The article includes direct quotes from Jodie Hopperton and Earl J. Wilkinson. These quotes are consistent with those found in the INMA press release dated 31 March 2026. However, the absence of independent verification of these quotes raises some concerns about their authenticity.
Source reliability
Score:
9
Notes:
The primary source is the International News Media Association (INMA), a reputable organisation in the news media industry. The article is published on the Indian Printer Publisher website, which is a niche publication. While INMA is a credible source, the reliance on a niche publication for dissemination may limit the reach and verification of the information.
Plausibility check
Score:
9
Notes:
The claims about AI reshaping audience behaviour and the need for publishers to adapt are plausible and align with current industry trends. The report’s focus on AI-first user journeys and the emphasis on structured, modular content are consistent with ongoing discussions in the media industry. However, the lack of independent verification of the report’s findings introduces some uncertainty.
Overall assessment
Verdict (FAIL, OPEN, PASS): FAIL
Confidence (LOW, MEDIUM, HIGH): MEDIUM
Summary:
The article presents information from a press release dated 31 March 2026, which is consistent with the publication date. However, the reliance on a niche publication for dissemination and the lack of independent verification sources raise concerns about the reliability and authenticity of the information. The absence of corroborating evidence and the use of direct quotes without independent verification further diminish the credibility of the article. Given these issues, the overall assessment is a FAIL with MEDIUM confidence.
Register for Editor’s picks
Stay ahead of the curve with our Editor's picks newsletter – your weekly insight into the trends, challenges, and innovations driving the future of digital media.
