INMA releases report defining AI-first user journeys for news publishers

DALLAS (31 March 2026) - The International News Media Association (INMA) today released "AI-First User Journeys: A Strategic Framework for Publishers," a new report examining how artificial intelligence is reshaping how audiences discover, consume, and act on news.

Click here to download the report

Authored by INMA Product & Tech Initiative Lead Jodie Hopperton, the report outlines how the shift from search to conversational interfaces is transforming audience behaviour and redefining the role of news organisations.

Set against a backdrop of rapid experimentation across the news industry, the report synthesises insights from conversations with media leaders across North America, Europe, Latin America, and Asia.

The report identifies three emerging AI-first journeys - text-first, audio-first, and agentic - and argues that publishers must design coordinated experiences across all three to remain relevant.

It also highlights key priorities for publishers, including investing in structured, modular content systems, redefining success metrics beyond traffic, and strengthening first-party relationships.

"This report is an attempt to make sense of what we are consistently hearing across the industry," Hopperton said. &ledquo;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."

INMA Executive Director and CEO Earl J. Wilkinson said the shift represents a critical inflection point for the news industry.

"Publishers that design around real human needs, not technology cycles, will be best positioned to lead in this next era," Wilkinson said.

The report concludes that the future of news will be "user-first and AI-orchestrated," requiring publishers to rethink how journalism fits into daily life across text, audio, and action.

"AI-First User Journeys: A Strategic Framework for Publishers" is available for free to INMA members and for purchase at INMA.org.

About INMA

The International News Media Association (INMA) is a global community of market-leading news media companies reinventing how they engage audiences and grow revenue. The INMA community comprises 26,000+ members across 1,000+ news media companies in 100+ countries. INMA is the news media industry's foremost ideas-sharing network with members connected via conferences, reports, Webinars, virtual meetings, an unparalleled archive of best practices, and strategic initiatives focused on digital subscriptions, advertising, product and tech, newsroom innovation, young audiences, and the publisher relationships with Big Tech.

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