At the recent Build 2025 developer conference, Microsoft unveiled NLWeb, an open protocol designed to democratize AI-powered search across the web. Spearheaded by Ramanathan V. Guha—renowned for his contributions to RSS and Schema.org—NLWeb aims to enable any website to integrate natural language search functionalities akin to ChatGPT, but tailored to their specific content and audience.

Guha describes NLWeb as a pivotal development in the evolution of personal computing. Unlike traditional search engines that require extensive web crawling and indexing, NLWeb allows websites to process user queries using their own data and chosen AI models. This approach not only reduces costs but also ensures that users receive more relevant and context-specific responses.

NLWeb operates by leveraging semi-structured data formats like Schema.org and RSS, which many websites already utilize. By integrating with the Model Context Protocol (MCP), NLWeb ensures that content is accessible to AI agents and other participants in the MCP ecosystem. Importantly, NLWeb is technology-agnostic, supporting various operating systems, AI models, and vector databases, allowing developers to choose components that best fit their needs.

Several organizations have already begun integrating NLWeb into their platforms. Notably, O’Reilly Media has implemented conversational search across its extensive library, enhancing user access to over 59,000 books. Other adopters include TripAdvisor, Shopify, and Eventbrite, indicating a broad interest in bringing AI-driven interactions directly to users without relying on centralized platforms.

While NLWeb presents a promising shift towards a more decentralized web, challenges remain. Historically, the internet has seen trends of centralization, with major players dominating search and content distribution. Guha acknowledges this, emphasizing the need for widespread adoption and collaboration to ensure NLWeb’s success.

Microsoft envisions NLWeb as a foundational element in the emerging “agentic web,” where AI agents operate seamlessly across various platforms. By providing tools that empower individual websites to manage their AI interactions, Microsoft aims to foster a more open and participatory internet ecosystem.

For developers and website owners interested in exploring NLWeb, Microsoft has made resources available through its official channels, encouraging experimentation and feedback to refine the protocol further.

NLWeb represents Microsoft’s ambitious effort to reshape the web, making AI-powered search more accessible, customizable, and aligned with the decentralized ethos of the internet’s early days.