The International News Media Association (INMA), a provider of global best practices for news media companies looking to grow revenue, audience, and brand amid profound market change, is organising an Artificial Intelligence (AI) Master Class that will explore how agentic AI is already reshaping digital ecosystems and what media leaders must do to stay ahead.
In three two and a half hour modules, INMA resource persons will 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 in the Master Class will also be taken through practical implications of 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 combines big-picture strategy with practical case studies, leaving participants with a clearer understanding of the technology’s trajectory and a roadmap for how news organisations can prepare.
The first module, titled “Agents 101: What, how, and why should we care?” grounds participants in the fundamentals of agentic AI. It will demystify what agents are, how they work, and why they matter for news organisations. The 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. Participants get a clear overview that connects the dots between today’s experiments and tomorrow’s digital ecosystems.
Module 2, titled “Content discovery in an agent-driven world,” will explore how agentic systems interact with publisher content, and what this means for discovery, traffic, and visibility. The module will take participants through how bots and consumer agents’ surface, summarise, and reframe journalism. It will 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.
The Master Class will be held on February 19, 24, and 26, 2026.
For more information and to participate, please visit https://www.inma.org/modules/event/2026AgenticAI/index.html.
