About six weeks in the past, I despatched an e-mail to Satya Nadella complaining concerning the monolithic winner-takes-all structure that Silicon Valley appears to examine for AI, contrasting it with “the structure of participation” that had pushed earlier know-how revolutions, most notably the web and open supply software program. I suspected that Satya is likely to be sympathetic due to previous conversations we’d had when his guide Hit Refresh was revealed in 2017.
I made the case that we want an structure for the AI business that allows cooperating AIs, that isn’t a winner-takes-all market, and that doesn’t make present firms in each business merely the colonial domains of extractive AI conquerors, which appears to be the Silicon Valley imaginative and prescient.
Little did I do know that Microsoft already had one thing within the works that could be a demonstration of what I’m hoping for. It’s known as NLWeb (Pure Language Net), and it’s being introduced at the moment. Satya provided O’Reilly the possibility to be a part of the rollout, and we jumped at it.
Embracing the Early Stage of Innovation
My concepts are rooted in a notion about how know-how markets evolve. We’ve got lived by three eras in computing. Every started with distributed innovation, went by a interval of fierce competitors, and ended with monopolistic gatekeepers. Within the first age (mainframes), it was IBM, within the second (PCs) Microsoft, and within the third (web and cell) the oligopoly of Google, Amazon, Meta, and Apple.
The error that everybody makes is a rush to crown the brand new monopolist initially of what’s primarily a wide-open discipline firstly of a brand new disruptive market. They usually envision that monopoly largely as a alternative for what went earlier than, slightly than realizing that the paradigm has modified. When the private pc challenged IBM’s hardware-based monopoly, firms raced to turn into the dominant private pc {hardware} firm. Microsoft gained as a result of it realized that software program, not {hardware}, was the brand new supply of aggressive benefit.
The story repeated itself firstly of the web period. Marc Andreessen’s Netscape sought to interchange Microsoft as a dominant software program platform, aside from the web slightly than the PC. AOL realized that content material and neighborhood, not software program, was going to be a supply of aggressive benefit on the web, however they made the identical mistake of assuming the top recreation of consolidated monopoly slightly than embracing the early stage of distributed innovation.
So right here we’re firstly of the fourth age, the age of AI, and as soon as once more, everyone seems to be dashing to crown the brand new king. A lot of the chatter is whether or not OpenAI or one in all its rivals would be the subsequent Google, when it appears to me that they’re extra possible the following Netscape or the following AOL. DeepSeek has thrown a bomb into the coronation parade, however we haven’t but totally realized the depth of the reset, or conceptualized what comes subsequent. That’s usually discovered by a interval of distributed innovation.
We Want an Structure of Participation for AI
The time period “the structure of participation” initially got here to me as an evidence of why Unix had succeeded as a collaborative undertaking regardless of its proprietary license whereas different initiatives failed regardless of having open supply licenses. Unix was designed as a small working system kernel supporting layers of utilities and purposes that would come from anybody, so long as they adopted the identical guidelines. Complicated behaviors may very well be assembled by passing data between small applications utilizing commonplace knowledge codecs. It was a protocol-centric view of how advanced software program techniques ought to be constructed, and the way they may evolve collaboratively. Linux, after all, started as a re-implementation of Unix, and it was the structure of participation that it inherited, as a lot because the license and the neighborhood, that was the muse of its success. The web was additionally developed as a distributed, protocol-based system.
That idea ran by my net advocacy within the early ’90s, open supply advocacy within the late ’90s, and Net 2.0 within the aughts. Participatory markets are progressive markets; prematurely consolidated markets, not a lot. The boundaries to entry within the early PC market had been very low, entrepreneurship excessive. Ditto for the Net, ditto for open supply software program and for Net 2.0. For late Silicon Valley, fixated on untimely monopolization through “blitzscaling” (suppose Uber, Lyft, and WeWork as examples, and now OpenAI and Anthropic), not a lot. It’s turn into a sort of central planning. A small cadre of deep-pocketed buyers choose the winners early on and attempt to drown out competitors with huge quantities of capital slightly than permitting the experimentation and competitors that enables for the invention of true product-market match.
And I don’t suppose we’ve got that product-market match for AI but. Product-market match isn’t simply getting numerous customers. It’s additionally discovering enterprise fashions that pay the prices of these companies, and that create worth for greater than the centralized platform. The issue with untimely consolidation is that it narrows the main focus to the enterprise mannequin of the platform, typically on the expense of its ecosystem of builders.
As Invoice Gates famously informed Chamath Palihapitiya when he was working the nascent (and in the end failed) Fb developer platform, “This isn’t a platform. A platform is when the financial worth of all people that makes use of it exceeds the worth of the corporate that creates it. Then it’s a platform.” To be clear, that isn’t simply worth to finish customers. It’s worth to builders and entrepreneurs. And meaning the chance to revenue from their improvements, to not have that worth instantly harvested by a dominant gatekeeper.
Now after all, Sam Altman talks about creating worth for builders. In a latest look at Sequoia Capital’s AI Ascent occasion, he stated his hope is to create “like simply an unbelievable quantity of wealth creation on the planet and different folks to construct on that.” However he makes use of the language of “an working system” that others construct on prime of (and pay OpenAI for using) slightly than a shared infrastructure co-created by an ecosystem of builders.
That’s why I’ve been rooting for one thing totally different. A world the place specialised content material suppliers can construct AI interfaces to their very own content material slightly than having it sucked up by AI mannequin builders who provide up companies based mostly on it to their very own customers. A world the place software builders can provide new sorts of companies that allow others in a cooperative cascade.
We’re Simply Getting Began
Anthropic’s Mannequin Context Protocol, an open commonplace for connecting AI brokers and assistants to knowledge sources, is step one towards a protocol-centric imaginative and prescient of cooperating AIs. It has generated a number of well-deserved enthusiasm. Google’s A2A takes that additional with a imaginative and prescient of how AI brokers would possibly cooperate. NLWeb provides to that a simple manner for web content material websites to hitch the occasion, providing each a conversational entrance finish to their content material and an MCP server in order that it’s accessible to brokers.
That is all going to take years to get proper. However as a result of it’s a protocol-centric slightly than a platform-centric imaginative and prescient, options can come from in all places, not simply from a dominant monopolist.
Each new wave of computing has additionally had a brand new person interface paradigm. Within the mainframe period, it was the teletype terminal; for the PC, the Graphical Person Interface; for the web, the net’s document-centric interface; for cell, contact screens. For AI (for now no less than), it seems to be conversational interfaces.
Firms reminiscent of Salesforce and Bret Taylor’s Sierra are betting on conversational brokers which are entrance ends to firms, their companies, and their enterprise processes, in the identical manner that their web site or cell app is at the moment. Others are betting on client-side brokers that can entry distant websites, however typically by calling APIs and even performing the equal of display scraping. MCP, A2A, and different agent protocols level to a richer interplay layer made up of cooperating AIs, ready to connect with any website providing AI companies, not simply through API calls to a dominant AI platform.
All firms want no less than a begin on an AI frontend at the moment. There’s a wonderful line from C. S. Lewis’s novel Until We Have Faces: “We can’t see the gods nose to nose till we’ve got faces.” Proper now, some firms are in a position to provide an AI face to their customers, however most don’t. NLWeb is an opportunity for each firm to have an AI interface (or just “face”) for not simply their human customers however any bot that chooses to go to.
NLWeb is totally suitable with MCP and presents present web sites a easy mechanism so as to add AI search and different companies to an present net frontend. We put collectively our demo AI search frontend for O’Reilly in just a few days. We’ll be rolling it out to the general public quickly.
