paulthinks

Paul Hewett / A public working notebook

This is where I think out loud.

Paul Hewett

The future
of the internet.

How data, AI, algorithms and agents are changing how we discover, decide and do business.

CEO In Marketing We Trust Foundation Chair odexa Advisor ADMA Advisor Asthma Australia
Explore the notebook

Pinned / Field Note

The agentic layerhow autonomous agents reshape the web by 2030

By 2030, the transactional layer of the web will be dominated by autonomous agents negotiating with brand APIs. Websites won't disappear, but they'll become backend infrastructure.

Read the field note

01 / Recent entries

From the notebook.

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  1. Field Note

    Open models, unsettled economics

    Open models are changing the price of intelligence and where control sits. The rapid shift in usage is another reason to question whether AI's economics have settled.

  2. Field Note

    Ads won't be the backbone of the AI economy

    AI will reach for the internet's familiar business model. I expect the more durable money to come from trusted information and transactions completed on our behalf.

  3. Advisory

    Automated decisions: what marketers need to do

    New transparency obligations start on 10 December 2026. Marketing teams need to know which automated decisions affect customers, what data drives them and what their privacy policy must explain.

02 / Open questions

Questions I’m exploring.

All topics
01 / Systems

How is the internet changing?
02 / Behaviour

What will we choose to delegate?
03 / Business

Who creates value, and who captures it?
04 / Power & permission

Who sets the rules online?

Ongoing research

03 / Ways of thinking

A few different forms.

Some ideas need an essay.
Others, a few lines.

01

Field notes

Research, arguments and frameworks in progress.

02

Guides

Practical and technical references to the changing internet.

03

Signals

Developments, sources and what I make of them.

04

Advisory

What has changed, why it matters and how to respond.

The person behind the notebook

A working
point of view.

Obsessed with the commercial application of data and AI: how organisations turn them into better decisions, more effective operations and new sources of value.

I explore these changes through data, AI, algorithms and agents, drawing on my experience in marketing, advertising and their commercial application.

This is where I share the research, questions and ideas that shape my work.

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