Microsoft Introduces NLWeb: A New Standard That Could Reshape Online Search and Advertising

Microsoft’s Build conference last week was brimming with significant announcements, including the open-sourcing of GitHub Copilot and major upgrades for Microsoft Copilot. However, one development that could be particularly disruptive was largely overlooked: the introduction of NLWeb, or Natural Language Web. This new technical standard has the potential to fundamentally alter how we interact with and monetize online information. At its core, NLWeb is an open-source framework designed to enable websites to expose their content in a structured, conversationally accessible format. Currently, advanced language models like Microsoft Copilot, ChatGPT, and Google’s Gemini can already "talk to" websites, but the interaction is more of a monologue. Studies indicate that AI-generated summaries can reduce traditional search clicks by up to 70%. With NLWeb, websites no longer require direct visits to provide value; they need only be comprehensible to AI. This shift moves from web browsing to conversational retrieval, from linking to answering, and from pageviews to presence in AI responses. The significance of NLWeb extends beyond technological innovation; it represents a strategic move by Microsoft to challenge Google's dominance in the web economy. For decades, Google has controlled the starting point of internet interactions—the search bar—where users input queries, click on results, and encounter advertisements, generating substantial revenue. Microsoft’s Bing, consistently lagging behind, sees NLWeb as an opportunity to change the game. By making websites more easily readable by AI, NLWeb enhances the utility and accuracy of LLMs, reducing their reliance on external links. This transformation could be pivotal in drawing users away from traditional search engines and toward AI-driven interfaces. One of the most intriguing aspects of NLWeb is the potential for a new form of advertising within AI responses. Current platforms like ChatGPT and Copilot subsidize user access, but this model is unsustainable in the long run. Embedding intent-aware, native ads directly into AI-generated content seems a natural solution. NLWeb facilitates this by providing structured data that can be easily extracted, ranked, and synthesized, enabling models to serve not just answers but recommendations and sponsored results. The user experience would feel more like interacting with a knowledgeable assistant who seamlessly suggests relevant products or services. However, the impact of NLWeb will likely create a divide in the publishing world. Content creators who thrive on visibility, such as e-commerce platforms, product aggregators, recipe blogs, and public institutions, stand to benefit greatly. Being discoverable and accessible through new AI channels enhances their reach and relevance, sometimes even surpassing the value of traditional clicks. These sites prioritize being surfaced at the right moment in a user’s journey over prolonged site visits. Conversely, content creators dependent on controlling the user experience are at risk. Media outlets, subscription newsletters, streaming services, and scientific publishers rely on owning the full user interaction, typically through paywalls, ads, or premium memberships. If AI models begin summarizing their content without driving traffic, their business models could falter. For these entities, NLWeb represents disintermediation rather than opportunity. To mitigate this, revenue-sharing programs or other incentive mechanisms might be needed. Without such safeguards, these publishers could opt to restrict their content or explore legal challenges, particularly in regions with stringent copyright laws. Surprisingly, Microsoft has not heavily promoted NLWeb. Strategically, it aims to leapfrog Google by disrupting the traditional search paradigm. While Google is gradually integrating its Gemini AI into existing products to transform traditional search into an AI-native experience, Microsoft’s NLWeb seeks to create a new, structured, and conversational layer across the entire open web. This could redefine what it means to "visit" a website, "rank," and who controls the pathways between questions and answers. In the coming years, NLWeb might become the new frontier for Search Engine Optimization (SEO). Similar to the early rush to optimize for Google’s crawler, businesses may soon focus on enhancing their content for LLM visibility. Using specific schemas, protocols, and interfaces could help models better extract and repack information. Early adopters of this standard could gain a significant advantage in terms of exposure and relevance. The potential outcomes for NLWeb are varied. It might quickly gain traction and become a foundational standard, as Microsoft hopes. Alternatively, it could spark interest but be overtaken by a superior alternative, possibly from competitors like Google orAnthropic. However, given the current integration of LLMs in daily internet use, the third scenario—fading into obscurity—seems unlikely. The web is evolving to accommodate machine interaction, and NLWeb could serve as the blueprint for this transition. Industry insiders and analysts observe that Microsoft’s move with NLWeb is a bold strategy to undermine Google’s hold on the web economy. While Google continues to evolve its AI capabilities within the framework of traditional search, Microsoft is positioning itself as a pioneer in a potentially new era of internet interaction. The success of NLWeb will hinge on fostering cooperation and developing mutual benefit for all stakeholders, including both tech companies and content providers. If achieved, it could usher in a transformative era in digital publishing and online advertising.