Over the past decade, the architecture of the internet has undergone a gradual, then sudden, transformation. What began as a performance-focused discipline, measuring success in page speed, SEO rank, and responsive design, has matured into an experience-driven economy. At first, this evolution was user-led: expectations rose with each interaction on platforms like Spotify, TikTok, and Amazon. But today, the demand is systemic. It’s being shaped not just by users, but by the platforms themselves.
In May 2025, Google announced a foundational shift at its annual I/O developer conference, one that repositions search not simply as a utility, but as a dynamic, AI-powered ecosystem. This shift, driven by the rollout of Gemini AI across products, signals a new era of personalization at scale. The update introduced “AI Mode” in Search, where queries are no longer just answered—they’re interpreted contextually and enriched through multimodal interaction, such as visual inputs and natural dialogue. The new experience is described by Google as a “total reimagining of search” (Google I/O 2025).
This wasn’t just a feature update. It was a structural statement: digital content is no longer static, nor should it be.
From MACRO to MICRO: The Foundation of Personal Relevance
Historically, websites have been built at the MACRO level, a level that prioritizes stability, reach, and general compatibility across devices and screen sizes. This is still the dominant model for most corporate web experiences. MACRO-level architecture is ideal for organizations that rely on uniform messaging: real estate brokerages, tourism boards, national retailers. It ensures consistency, but offers little adaptability.
MICRO architecture emerged in response to rising user expectations and richer data streams. Here, content is no longer passive. It adapts based on behavioral insights—scroll depth, dwell time, cursor tracking, and is layered with subtle personalization logic. Think dynamic content blocks, progressive disclosure, and scroll-based storytelling. Our work with systems like GoRVing exemplifies this shift. These are national campaigns that adapt by persona or location, offering intuitive engagement but still working within a consistent system.
The Gemini Shift: Why MICRO Might Not Be Enough
What Google has made clear with its Gemini rollout is that interaction itself is becoming generative. Gemini is not only embedded into Search, but into Workspace, Android, Chrome, and new offerings like “Google Ultra,” which is aimed at creators and enterprises seeking premium AI access (Google I/O). Search is now conversational and anticipatory. Content is summarized, compared, and restructured in real time. Layouts are influenced by AI-generated responses. Even ads are being tested directly within AI-generated results, a complete redefinition of discovery and monetization.
This shift to an AI-first web has profound implications. First, it decentralizes the idea of entry points users are no longer browsing, they are conversing. Second, it elevates the importance of context over content. What matters is not just what is published, but how well it adapts to who is engaging with it, when, and through what device or intention.
NANO: Web Architecture for a Predictive, AI-Native Future
Enter NANO-level personalization. If MACRO is uniform and MICRO is adaptive, NANO is generative. It moves beyond behavioral insight into predictive synthesis. At this level, a website is not simply reactive, it is context-aware, AI-integrated, and continuously evolving. Powered by large language models, NANO sites restructure themselves based on inferred user goals, attention heatmaps, and zero-party data.
For global brands, this is the necessary evolution. Unlike MICRO, which serves well for national campaigns or segmented user bases, NANO is designed for environments where context varies wildly, language, cultural nuance, time zones, and buying cycles. In these ecosystems, every user becomes a market of one. Think of Netflix, Amazon, or Spotify. The product is not fixed, it is recomposed at every interaction.
This level of architecture is no longer aspirational. With tools like Gemini, OpenAI’s GPT-based integrations, and new CMS platforms built on composable content infrastructure, NANO is executable, and increasingly expected.
What This Means for Digital Strategy
The implications are sweeping:
- Content must be generative-ready, structured in modular units that AI systems can reinterpret on demand.
- UX must become fluid, with interfaces that rearrange based on user-level intent.
- Measurement shifts from static analytics to real-time adaptive KPIs, like attention value and interaction efficiency.
And above all, strategy must shift from serving the average to engineering for the individual.
We’re actively exploring projects at a NANO scale. At Project28, this isn’t a distant vision, it’s a present initiative. Select clients are beginning to transition from MICRO-level thinking to early-stage NANO implementation (2026-2027). As this shift unfolds in beta, we’re helping organizations move from publishing static experiences to co-creating dynamic ones. We don’t just build pages, we design living ecosystems that evolve intelligently, adapt contextually, and grow continuously.