INMA report explores AI-driven news consumption

The International News Media Association (INMA) has released a report examining how artificial intelligence is reshaping the way audiences discover, consume, and interact with news, highlighting a shift towards more personalised and conversational experiences.

Titled AI-First User Journeys: A Strategic Framework for Publishers, the report was authored by Jodie Hopperton and draws on insights from media leaders across North America, Europe, Latin America, and Asia.

AI-first journeys redefine audience engagement

The report outlines a transition from traditional search-based discovery to conversational interfaces, which are influencing how users access and engage with news content. It identifies three emerging AI-driven user journeys: text-first, audio-first, and agentic experiences.

According to the findings, publishers need to design coordinated strategies across these journeys to maintain relevance as audience expectations evolve.

Operational priorities shift for publishers

The analysis also highlights several operational priorities for news organisations adapting to AI-driven environments. These include developing structured and modular content systems, redefining success metrics beyond traffic, and strengthening direct relationships with audiences through first-party data strategies.

Jodie Hopperton, Product & Tech Initiative Lead, INMA: "This report is an attempt to make sense of what we are consistently hearing across the industry. If we start from the user — their routines, needs, and moments of attention — we can begin to understand what an AI-first news journey should look like."

Earl J. Wilkinson, Executive Director and CEO, INMA: "Publishers that design around real human needs, not technology cycles, will be best positioned to lead in this next era."

Industry faces shift towards AI-orchestrated experiences

The report positions the current moment as a turning point for the news industry, with AI expected to play a central role in shaping how journalism fits into daily routines. It concludes that future news experiences will be user-first and AI-orchestrated, requiring publishers to rethink how content is delivered across formats including text, audio, and interactive services.

The report can be accessed here

www.inma.org

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