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Publishers warned: personal AI agents will pick news and skip friction — INMA conference speakers say

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Speakers at INMA’s Media Tech & AI Week described recent consumer AI agents — including Meta’s Muse, OpenAI’s Dots and a start-up called Instinct that has raised US$1 billion — and urged publishers to treat readers’ agents as decision engines that can bypass paywalls and multi-step cancellation flows.

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At INMA’s Media Tech & AI Week, several speakers reported that personal AI agents are being adopted by attendees and named recent launches; panelists gave examples of agents performing real-world tasks and argued publishers must design for agents that serve readers first and can quickly complete purchases or cancellations.

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