International News Media Association - INMA

AI doesn't want your Web site, it wants your content. In her latest blog, INMA Product & Tech Initiative Lead Jodie Hopperton surfaces the discussion among publishers about optimising their Web sites for humans and machines.

AI doesn’t want your Web site Machines need something different from a Web site than humans do, and news brands need to plan their Web content accordingly. Markdown files might be the answer.

"So from afar on first read, the publisher story at Cannes was genuinely better than it has been in years, even while very big questions remain," INMA's Gabe Dorosz writes. "Publishers were in the room and very much on offense, but they are by no means the main event. The path forward remains owning and inventing products buyers cannot get from the platforms, moving toward outcome-based selling, and showing up at the table where the agentic rails get written."

News publishers came to sell in Cannes News publishers showed up in full force at the Cannes Lions Festival of Advertising — from The New York Times’ HQ apartment, The Wall Street Journal’s Journal House, and Hearst’s AURO IQ — to show what they have to offer.

During this week's Webinar, Jim Egan, a senior research associate at the Reuters Institute, will offer insights from the Reuters Digital News Report 2026 that shows how audiences around the globe are engaging with news during a time of unprecedented turbulence. Join us on Wednesday, July 1, at 10 a.m. New York time.