A deep dive into how agentic AI will reshape products, platforms, and revenue models for news media companies
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 for news media
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
Coming soon...
Curated by
Jodie Hopperton
Product & Tech Initiative LeadInternational News Media Association (INMA)
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: Content discovery in an agent-driven world
How do agentic systems interact with publisher content? And what does this mean for discovery, traffic, and visibility? In this module, we’ll look at how bots and consumer agents surface, summarise, and reframe journalism. We’ll examine scenarios for licensing, consent, and data-sharing, and discuss the risks of disintermediation. Participants will see real-world case studies of how news organisations are experimenting with content for agent-driven environments, and debate strategies for protecting brand value.
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Thursday, February 26
Module 3: Revenue models in an agent-first future
If agents become the new gateway, how will money flow? This session will dive into the commercial side of agentic AI, from automated payments and tipping to subscription bundling and micropayments at scale. We’ll explore emerging models for attribution and compensation, assess the risks of revenue leakage, and discuss how publishers can negotiate fair value in licensing agreements. The module will blend early evidence with future-looking scenarios to help you plan a monetisation strategy that works in an agent-first world.
Click here for more information on this module