Creative innovation company R/GA has announced the launch of alpha.G42.ai, a Generative Interface created for G42, an artificial intelligence company based in Abu Dhabi. The system transitions a brand’s digital presence from a static website to a conversational system powered by integrated large language models. Alpha.G42.ai is a working prototype in which a brand interface functions as an intelligent agent that generates and curates content for each visitor in real time.
The experience integrates AI into the user interface. As users navigate the site or interact via voice and text, the system adapts, curating and generating information based on user intent. Content can be delivered in different formats, including an executive briefing tailored to a specific sector or a collection of content presented as an audio podcast.
G42 partnered with R/GA to engineer a system that creates and manages its brand experience at scale. The target audience includes B2B, B2G, academic, and entrepreneurial leaders seeking to connect with G42’s “Intelligence Grid for AI-Native Societies” as infrastructure intended to allow intelligence to flow across nations, businesses, and industry pioneers.
“G42 came to us with the brief of a lifetime: ‘Websites are dead; agencies are irrelevant; prove us wrong.’ Our response was not to redesign a website, but to engineer the next operating system for brands,” said Kyle Wheeler, Global Executive Creative Director, R/GA.
“This isn’t an evolution of a website; it’s a prototype for a new form of the web. We are moving from manually publishing content to architecting adaptive brand agents—systems that learn, generate, and evolve in real time. This is a world-first in generative experience design, marking the true beginning of the agentic web,” added Alesandro Brunori, VP Of Brand Experience at G42.
The experience is optimized for today’s web browsers but is strategically engineered to lead the future of agentic brand experiences beyond screens. By treating content as knowledge ingested by the AI, the platform generates dynamic outputs, ensuring every visitor’s interaction is entirely unique and tailored to their specific needs.
Content is no longer manually entered into a CMS and published to static pages. Instead, PDFs, videos, articles, notes, or any source material can be ingested by the content model which it then synthesizes into knowledge. The system uses this knowledge to generate variants targeted at different audiences and leverages its own memory to inform real time responses when used to ask questions or make queries. This new form of content management is optimized not only for SEO, with a broader and more specialized content footprint but also for influencing other AI agents. It represents a radical departure from traditional content management practices.
R/GA led the full strategy, experience design, and engineering of the Generative Interface in close partnership with G42’s in-house comms, creative and technology teams.
You can learn more here: alpha.G42.ai
