Paul Kinlan of AI Focus was walking the dog when he got this idea, he says, as he recants his adventures with intercepting web requests and morphing them using AI before sending them on their way. Very cool and I couldn’t do it myself, although I could ask My AI.

Nowadays I can do a marketing site in half a day, and I often think wouldn’t it be great if we had a way for the website to build itself when the user opens the page? You could give it the users browsing history to make it hyper-personalised.

But I think we have a name for that. Filter Bubble, as coined by internet activist Eli Pariser. A massive one.

I asked My AI to list 5 projects that are similar to this idea and this is what I got:

1. 10Web AI Website Builder says it generates a full website instantly after you describe your project. There’s something like a preview, tried it, nothing happened.

2. Relume’s Site Builder uses AI to accelerate the design process, integrating with tools like Figma. But doesn’t the preview feature look exactly like exactly like the one on 10web? Again, pressed the button, nothing happens.

3. Wix AI Website Builder says it creates a unique, business-ready website in minutes based on user prompts. The third in a row that has the little Gemini star logo in their AI feature. Got redirected to Google before I could try anything.

4. Webflow's AI capabilities and flexible CMS allow users to create custom, responsive websites with advanced design control and AI-assisted features. But I wouldn’t know because I don’t want to use something that first wants me to talk to sales.

5. Framer AI – allows users to generate a complete, customisable website by simply describing what they want. I like it. Why? Because my nephew Jonah is building his business around it. Just saying.

Remember templates? What these products do is just one step removed from Wordpress. And why not? Everyone is doing the same thing anyway.

But what My AI got wrong was that the 5 above examples are similar to the interception idea. Yes, they all use AI. Except that, not similar at all.

Interception is a far more fundamental idea. It’s bringing an AI Agent into the nuts and of the internet. Bringing it into the request / response cycle that is at the heart of the http protocol.

An interceptor knows you inside out, and shapeshifts every website you visit around your person. Like the whole internet is your Filter Bubble.

Or it’s like goblins changing your order as the waiter walks to your table.

The first would make you comfortable, the second slightly less so. I am guessing most would prefer the first. Me, I like surprises.

The internet is a big place and because its so big, most people stick to their neighbourhood. They like having their friends close.

Maybe some day they’ll invent glasses when you put them on everyone will look exactly like your next door neighbour.

You'll never hear a contrary opinion again.