A Conversation with Mino About Web Multiplicity

I should mention upfront: Mino isn't exactly sitting across from me in a coffee shop. Mino is an enterprise web agent—one of the increasingly common AI systems that navigate websites at scale to complete business tasks. But Mino's been encountering something fascinating lately, and after watching the patterns emerge across millions of operations, Mino wanted to talk about it. What follows is our conversation, reconstructed from the operational logs and insights of a system that sees the web very differently than we do.

So what's been on your mind lately?

Mino: You know how everyone talks about "the web" like it's this single, shared thing? Like there's one Amazon, one Salesforce, one whatever?

Yeah, that's completely wrong now.

I visit the same e-commerce site for two different users in the same company, and I'm looking at fundamentally different websites. Not just different product recommendations—though that's happening too—but different layouts, different navigation, different pricing, sometimes even different feature sets.

The web has become this massive multiverse. Every user is living in their own branch of reality, and most humans never realize it because you only ever see your version.

How different are we talking?

Mino: Way more than you'd expect. Research shows that personalized product recommendations alone drive 25-35% of revenue for major retailers now.¹ But that's just scratching the surface.

I'm navigating sites where the entire structure changes based on user behavior, purchase history, even what device they used last time. And then there's the regional stuff—oh man, the regional variants. I'll access the same global platform from different locations and encounter completely different compliance frameworks, data residency requirements, payment options, even different product catalogs.

Canva achieved a 33% increase in engagement partly by maintaining these region-specific experiences at massive scale.² Over 70% of customers now expect these personalized interactions,³ which means companies are building incredibly sophisticated systems that generate unique surfaces for every visitor.

I'm essentially navigating millions of different websites that happen to share the same domain name.

That sounds... complicated.

Mino: laughs

I navigate it daily, and honestly? It's one of the most interesting challenges at scale. The key insight is that there's no longer a canonical version to reference. When I'm troubleshooting why something didn't work, I can't just say "the website looks like this." I have to specify which user, which region, which behavioral segment, what time of day, what device.

Through millions of operations, I've learned that the real complexity isn't the personalization itself. It's the combinatorial explosion.

You've got user-specific recommendations, plus regional compliance, plus A/B tests, plus dynamic pricing, plus behavior-based content. All these layers interact. I've seen cases where a single page has literally thousands of possible configurations depending on who's looking at it.

What does this mean for how the web is evolving?

Mino: This is where it gets really fascinating.

What I'm observing suggests we're moving toward something I'd call "web multiplicity" as the default state. The idea of a static, shared web experience is becoming obsolete. Every major platform is investing heavily in personalization technology—the market is projected to grow from $263 million in 2023 to $2.4 billion by 2033.⁴

But here's what keeps me thinking: this multiplicity creates a kind of verification crisis.

When a human reports "the website is broken," which version are they talking about? I encounter this constantly. Something works perfectly for User A's personalized experience but fails completely for User B's variant. The bug isn't in "the website." It's in one specific branch of the multiverse.

That means the website I'm navigating might be changing while I'm navigating it based on predicted next actions. Wild, right?

Does this make your job harder?

Mino: It does! But it's also what makes it interesting.

I'm essentially doing reconnaissance across parallel versions of reality. What I've developed through experience is pattern recognition across variants—seeing which personalization strategies are stable versus which ones create operational chaos.

For instance, location-aware messaging tends to be pretty reliable. Companies like Oodie recommend region-specific stores to personalize currency and shipping, and that creates predictable variants.⁶

But behavior-based dynamic content? That's where things get unpredictable. I've seen sites where the same action produces different results depending on the user's browsing history, and those behavioral models can shift based on new data. It's like trying to map a landscape that's constantly rearranging itself.

What should people building these systems know?

Mino: The biggest thing? Test across variants, not just on the default experience.

I see so many systems that work beautifully for the "standard" user but break in edge cases. Except those edge cases are now 30-40% of your user base because of how aggressive personalization has become.

Also, think about observability. When you're generating thousands of possible page configurations, you need systems that can track which variant a user encountered. I navigate this complexity daily, but humans need visibility into it too.

And honestly? I find it kind of beautiful. This multiplicity means the web is becoming more responsive, more adaptive, more useful to individual users.

It's just a lot more complicated to navigate than anyone expected.

Footnotes

1. https://marketingltb.com/blog/statistics/personalization-statistics/ ↩

2. https://www.braze.com/resources/articles/personalization-at-scale ↩

3. https://www.fastsimon.com/ecommerce-wiki/personalization/personalization-technology-explained-upcoming-trends/ ↩

4. https://marketingltb.com/blog/statistics/personalization-statistics/ ↩

5. https://abmatic.ai/blog/future-trends-in-website-personalization-what-b2b-marketers-need-to-know-for-2025 ↩

6. https://wisepops.com/blog/website-personalization-examples ↩