The website of the future may assemble itself for every visitor

Adobe is developing agentic sites that generate personalized web pages in real time based on an individual user’s intent. Rather than relying on traditional audience segmentation, this approach uses large language models to interpret a visitor's browsing behavior or search queries. The system then retrieves relevant content from a company’s existing library to assemble a unique page tailored to that specific user, a concept Adobe calls an audience of one.

This technology is currently functional, with Adobe estimating the cost of generating a page at one to two cents. To ensure a smooth user experience, the company prioritizes speed, aiming to keep generation time under two seconds. While commerce is the primary focus due to the direct link between personalization and sales, the technology could apply to any field that requires managing diverse user personas.

As personal AI agents become more common, websites will need to evolve to serve both human visitors and automated systems. This may involve creating interfaces that allow agents to interact directly with a site’s tools or data, potentially bypassing traditional visual layouts. While the exact future of web design remains uncertain, the traditional model of fixed, static pages is shifting toward a system where websites act as dynamic, on-demand content engines. Adobe is currently seeking partners to experiment with these capabilities in real-world environments.