Building AI-Driven Web Experiences at Scale

AI is no longer just a component of Web systems; it is increasingly shaping the experiences users have online. From search and recommendation to conversational and generative interfaces, AI is redefining how people interact with content at Web scale. In this keynote, I reflect on how recent advances in AI, including deep learning and generative models, are reshaping the design space of Web technologies and the systems that support them. Drawing on insights from developing AI-driven systems at Spotify, I discuss how search and recommendation are evolving into interactive, intent-aware, and user-controllable experiences that support exploration and discovery. The talk highlights emerging system paradigms, deployment challenges, and open research questions around building such experiences at scale, and reflects on the implications for the design of future Web systems and interactions.