The ‘Dynamic Internet’ Is Coming — And It Changes How Every Website Makes Money

Something is happening to the internet that most people haven’t named yet. The New York Times isn’t just a newspaper you read anymore — it’s becoming something you talk to. Quizlet isn’t just flashcards — it’s a conversational tutor. Weather apps are turning into AI assistants. And this shift is about to reshape how every website on the internet makes money.

Nic Baird, CEO of Koah Labs — the company building a full-service ad network for AI-native applications — calls this the “dynamic internet.” It’s the transition from websites you passively consume to interfaces that actively respond to what you want. And for anyone thinking about digital advertising, it’s a bigger deal than Web3 ever was.

From reading to interacting

The static web was built on a simple transaction: a publisher creates content, a reader consumes it, and ads fill the gaps. Display banners, video pre-rolls, sidebar ads — they all work because the user experience is passive. You’re reading. The ad sits next to what you’re reading.

“If you think about it, everybody was excited about the Web3 world,” Nic says. “I think what’s happening now is the entire internet is going to go from something that’s like a passive experience to an active experience. One where you’re no longer just reading the New York Times. Now you’re interacting with the New York Times.”

The early adopters are already making this move. Traditional publishers are embedding AI chatbots on their sites. Media companies are building recommendation engines that respond to typed feedback. Companies like InMobi’s weather app Skyla are transforming from static information displays into full AI-powered experiences.

Why this breaks traditional advertising

Display ads work on the static web because they don’t need to know much about you. They know what page you’re on, maybe your rough demographics, and they serve something broadly relevant. A banner ad next to a news article about travel doesn’t need to know your specific question — it just needs to match the topic.

Dynamic interfaces change this equation entirely. When a user types “What are the best national parks near me for a weekend trip with kids?” into a publisher’s AI chat, that query contains far more intent signal than a pageview ever could. The user told you exactly what they want, when they want it, and who it’s for.

This is what Nic calls “proprietary first-party data” — and it’s the reason Koah’s network achieves a 2% click-through rate when display ads average 0.4–0.5%. The ad isn’t guessing based on page context. It knows the user’s actual intent because the user stated it explicitly.

“Anytime we have an experience where the user is able to tell us with more than just a click what they’re looking for, why they’re here, what they’re excited about — that’s an area where we can come in and really help monetize that surface area,” Nic explains.

The convergence happening right now

There are two waves crashing together. AI-native startups — the chatbots, the search tools, the productivity apps — need to figure out how to make money. And traditional publishers — the news sites, the education platforms, the content companies — are adding AI interfaces to stay competitive.

“The traditional companies are coming towards the AI side, and AI companies are thinking about how to make some money from the ad spend,” as Angelina puts it during the conversation.

This convergence is creating a new category of web property: the dynamic publisher. These are sites where users interact through typed input, get personalized responses, and engage in ways that generate far richer behavioral data than clicks and pageviews ever could. The advertising opportunity inside these interfaces is fundamentally different from what display networks were built for.

What this means for agents

The next step is agents. When the New York Times doesn’t just chat with you but actually does things for you — researching, comparing, booking — the commercial opportunities multiply. An agent that helps you plan a trip can surface relevant hotels at the moment of decision, not as a banner ad three pages away from your booking.

“Agents facilitate a lot of this, right? Because now as a user of the New York Times, I can go on and say, ‘Hey, New York Times, do this thing for me,’” Nic says. “And then they can deploy agents on their backend to go and figure out how to solve that problem for you.”

This isn’t theoretical. It’s the direction every major publisher and platform is heading. The question isn’t whether the dynamic internet is coming — it’s who builds the monetization layer for it.

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This piece is from TwoSetAI’s Founder Insights series, drawn from interviews with AI founders on the Heroes Behind AI podcast. The original version is at https://www.twosetai.com/insights/dynamic-internet-replacing-static-web/.

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About Angelina

I’m Angelina Yang — VP of AI, fast.ai fellow, and the host of Heroes Behind AI. I interview AI founders to extract lessons that matter, and build free AI tools to make those lessons useful.

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