Greetings from Terminal 4 at JFK. I'm heading to Atlanta today to keynote at the PBS Annual Meeting.
In the news: Microsoft just introduced NLWeb, an open-source project designed to bring natural language interfaces directly to websites. The vision is simple and powerful: turn any site into an AI-powered app that can answer user questions in plain English.
This is a clever way to add AI search and Microsoft’s attempt to redefine the web’s architecture for the age of AI. NLWeb is model-agnostic, runs on all major systems, and connects to any vector database. Publishers control their data, tools, and user experience.
For geeks: NLWeb builds on familiar open web standards. It lets websites expose their content using formats like schema.org and RSS, which are then indexed and queried using large language models. Each implementation becomes a Model Context Protocol (MCP) server, making the content discoverable by AI agents if the publisher opts in.
Initial adopters include TripAdvisor, Shopify, Eventbrite, Hearst, and O’Reilly. Use cases range from restaurant discovery to media recommendations to e-commerce product searches, all powered by conversational interfaces embedded directly into websites.
Microsoft hopes NLWeb will do for the intelligent web what HTML did for the document web. If successful, it could mark the start of a decentralized, agent-ready web where websites speak for themselves.
That said, NLWeb's success hinges on widespread adoption by developers who are already overwhelmed by competing standards, privacy concerns, and limited resources. Without a clear monetization path or killer use case, NLWeb risks becoming just another well-intentioned protocol that never escapes the GitHub demo stage.
As always your thoughts and comments are both welcome and encouraged.
Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit shellypalmer.com.
