On Friday, we wrapped up INMA’s Media Tech & AI Week in San Francisco — and what a week it was. The agenda changed more times than I can count as announcement after announcement rolled in. It truly felt like a moment in time for our industry.

Today, I’m sharing the key learnings and reflections while they’re still fresh — because, let’s be honest, by next week everything will have shifted again.

AI isn’t as ready as you think

To state the obvious: Don’t hand your business to AI, but do start. Full “thinking” agents aren’t ready yet. The place to begin is with agentic workflows and practical automation. Identify processes that can be streamlined today, and build from there. If you’re looking for a product focus, improving on-site search is a smart first step.

It’s a moving target

During our visit to OpenAI’s stunning offices, someone glanced at their phone mid-session and asked, “Did you just launch an AI browser?” They had — within the last 30 minutes. OpenAI is averaging six announcements a week. Even the tech companies admit they’re unsure how consumers will be using these tools in six months. The only constant right now is acceleration.

Incentives may not be what they seem

Always look at motivations. Some organisations present as mission-driven or open, but they’re for-profit companies seeking ownership and control. Keep that lens clear when deciding who to partner with or share data with.

Unique data will define the winners

Commodity information is everywhere — and even if everyone blocked crawlers, content will still leak through. LLMs already have broad context from past data, so context alone isn’t king anymore. What matters is unique data and what can be drawn from it. Distinguish clearly between what’s common and what’s proprietary.

Four variables matter most with platforms

data, brand, traffic, and monetisation. Use these to evaluate where you show up. OpenAI’s new apps may offer opportunities across all four, but they demand new formats — not “top headlines.” Think visually. Think utility. If The New York Times weren’t locked in a legal battle with OpenAI, their games would be a perfect fit here.

Trust and brand are still everything

Every company we spoke with — from Google to Cloudflare — said the same thing: Create for your audience. Google rewards it; shortcuts get penalised. Double down on what you know best: your readers, your community, your brand. Ruthlessly optimise for your core audience. Trust remains the most valuable currency in media.

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