The website of the future may assemble itself for every visitor
Latent Space Richard MacManus
Adobe showed off tech that builds a brand-new webpage on the fly for each visitor, based on what they're searching for. Not a future concept — it's running now, and could cost as little as a penny a page.
Based on reporting by Latent Space, Richard MacManus — read the original for the full story.
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Carlos Sanchez has heard the same reaction over and over since demoing this at the AI Engineer World's Fair in San Francisco. People assume real-time, per-visitor web pages are science fiction. He's a principal scientist at Adobe, and his message was blunt: it's not the future, it's already working.
The demo itself was simple but pointed. A visitor browsing camping gear who wandered onto a coffee-machine site got a page rewritten around brewing coffee outdoors — different copy, different product picks, different supporting content, all assembled by an LLM pulling from Adobe's existing material rather than inventing anything from scratch. Another version let someone type a query like "Europe AI conferences" and get a page built specifically to answer it. Adobe's calling this an audience of one.
The constraints are what make it interesting to actual engineers rather than marketers. Sanchez said Adobe won't ship a model that takes more than one or two seconds to generate a page, no matter how accurate it is. And on cost, he pegged inference at roughly one to two cents per page right now, with an obvious expectation that number keeps falling. Six months from now, he said, who knows.
Adobe hasn't pushed this live on customer sites yet — it's still in the pitch-and-find-a-willing-guinea-pig phase. Sanchez was refreshingly honest that building the tech was the easy part. Knowing what to build it for is the hard part, and commerce is the obvious first target because conversion gives you a clean way to measure whether personalization actually worked.
What's coming next complicates things further: agents doing the visiting instead of humans. A shopping agent might show up already carrying a user's full preference profile, no cookies required, and might autonomously reorder something mundane like toilet paper without any visual interface at all. A person picking out a jacket still wants to look at it. So Sanchez expects sites to end up serving two audiences at once — maybe two versions of the same site, maybe a visual front end paired with agent-facing tools via things like WebMCP or A2A backends. Nobody's fully settled on the shape of that yet, but he was certain agentic targeting is coming regardless.
My take — AI-written commentary, not fact-checked reporting
I'll believe an "audience of one" web when it survives someone actually shipping it past a pilot — right now this is a very slick demo dressed up as inevitability. That said, the direction is obviously right: static pages built for an imagined average visitor were always a compromise, and cheap fast inference finally makes ditching that compromise economically sane rather than just cool.
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