INMA today announced the release of Version 2.0 of Ask INMA, its AI-powered answer engine designed exclusively for INMA members.

The upgraded platform introduces a redesigned user interface, more rigorous answers powered by recursive research, and a new Reports On Demand capability that transforms INMA’s proprietary intelligence into customised, ready-to-use reports. 

Ask INMA is built on INMA’s extensive, members-only archive of best practices, case studies, presentations, reports, and strategic analysis — content that is largely inaccessible to public search engines and general-purpose AI tools. Version 2.0 significantly deepens how this intelligence can be explored and applied by news media leaders. 

What’s new in Ask INMA 2.0: 

• Reports on Demand: Members can enter a topic or report title, specify length and region, and Ask INMA will use hybrid AI and research technologies to generate a tailored PDF report, delivered directly by e-mail. This feature turns INMA knowledge into practical, on-demand decision support. 

• Recursive research: Ask INMA 2.0 introduces recursive research, an emerging approach likely to shape the future of answer engines. Rather than returning quick, surface-level responses, recursive research conducts layered, iterative querying to improve completeness and relevance — producing answers that take longer, but deliver greater depth and reliability.

• Enhanced user interface: Members can now choose from four different search modes based on speed and depth, while also gaining visibility into how Ask INMA is conducting its research — effectively seeing “inside the brain” as it works. 

“Ask INMA is designed to help media leaders make better decisions, grounded in what is actually working across the global news industry,” said Earl Wilkinson, CEO of INMA. “Version 2.0 takes this further by prioritising depth, transparency, and research-grade outputs over quick but shallow answers. We will continue to upgrade our AI in the weeks and months ahead.” 

Ask INMA is available exclusively to INMA members and can be used across organisations to support strategy, innovation, newsroom transformation, and commercial decision-making. 

For more information or to access Ask INMA 2.0, visit INMA.org.

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