For decades, we’ve designed static states. A page exists. A user navigates to it. They see what everyone else sees, with maybe some light personalization: a name in the header, a few reordered products based on past purchases.

That model is starting to crack.

In the emerging paradigm, there’s no universal page. There’s a starting point—maybe an Egypt landing page on Expedia—but the moment interaction begins, the experience diverges. The system watches what you click. It infers the job you’re trying to do. It assembles the next state specifically for you, drawing from components, content modules, and rules about what matters.

Here’s a concrete example. You’re exploring travel options. You’ve looked at cultural attractions in Morocco. You’ve browsed markets in Istanbul. Now you tap "5 nights in Cairo."

Today, you get the same Cairo page everyone gets. You do the mental math yourself: How does this compare to the other places I’ve seen? What’s different about the museums here? Is this worth my limited time?

In the emerging model, the Cairo page is generated for you. It explicitly contextualizes Cairo against what you’ve already explored: "Cairo’s cultural institutions are world-class—here’s how they compare to what you looked at in Istanbul. The markets will feel similar to Marrakech, but the scale is different." The system does the mental math because it knows what you’re trying to figure out.

No human team predesigned that page. It was assembled in milliseconds from components, content, and behavioral signals.