A deep dive into how agentic AI will reshape products, platforms, and revenue models
Understanding agentic AI
Shift from answers to agents
Fractured distribution channels
How tech products are impacting media products
From search to answers to agents: The challenges and opportunities
As the internet shifts from search to answers to agents, news organisations face both challenges and opportunities. This Master Class will explore how agentic AI is already reshaping digital ecosystems and what media leaders must do to stay ahead. Over the course of three 2.5-hour modules, we’ll unpack how bots and consumer agents interact with publisher content, what it means for discovery and traffic, and how consent and licensing frameworks may evolve. Participants will also look at practical implications for monetisation, from automated payments to subscription flows, and discuss strategies for protecting IP while maximising visibility in agent-driven environments. The INMA Agentic AI Master Class blends big-picture strategy with practical case studies, leaving you with a clearer understanding of the technology’s trajectory and a roadmap for how your organisation can prepare.
Speakers
Juan Carlos Lopez Calvet
Director of Data and AI
Schibsted
Norway
David Caswell
Founder
Storyflow
United Kingdom
Florent Daudens
CEO
Mizal
Canada
Markus Franz
CTO and Incubator Lab Lead
Ippen
Germany
Bailey Kattleman
Head of Product and Design
Washington Post
United States
Sannuta Raghu
Lead, AI Lab - News & Journalism
Scroll Media
India
Shailley Singh
EVP Product and COO
IAB Tech Lab
United States
Sara Trohanis
VP America Revenue
Head of Strategic Partnerships
The Associated Press
United States
Amit Verma
CTO
Hindustan Times Digital
India
Robert Whitehead
Digital Platform Lead
INMA
Australia
Rune Ytreberg
Editor
Mediehuset iTromsø
Norway
Curated by
Jodie Hopperton
Product & Tech Initiative LeadInternational News Media Association (INMA)
Supported by
Agenda
Thursday, February 19
Module 1: Agents 101: What, how, and why should we care?
Get grounded in the fundamentals of agentic AI. We’ll demystify what agents are, how they work, and why they matter for news organisations. This session will map the shift from search to answer to agents, outline the major players and technologies shaping the space, and explore why this represents more than just another tech trend. Expect a clear overview that connects the dots between today’s experiments and tomorrow’s digital ecosystems.
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Tuesday, February 24
Module 2: Building the foundations for news
In this session, we turn our attention to the data and processes underlying agentic systems in news media. What types of data, metadata, and semantic frameworks must publishers create, structure, and expose to enable agents to discover, interpret, and act on journalism? We’ll hear from leading practitioners about how they are architecting metadata, licensing frameworks, and semantic units to fuel agentic workflows. Attendees will gain clear, actionable insight into how to prepare newsroom data assets for tomorrow’s agent-driven ecosystems.
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Thursday, February 26
Module 3: Agentic AI in media: Use cases and case studies within news organisations
How are news organisations today deploying agentic AI in the wild? This session will showcase real-world use cases and case studies from across the industry — from newsroom automation, personalised assistants, and agent-driven content discovery, to responsive licensing models and editorial workflows powered by agents. Through a mix of practitioner panels and deep dives, we’ll explore key lessons, business implications, and future trajectories for agentic systems in journalism.
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