R/GA and G42 Unveil alpha.G42.ai, Transforming How Brands Connect Through Generative AI

R/GA, the creative innovation company, announced the launch of alpha.G42.ai, a pioneering generative interface created for G42, a global leader in artificial intelligence headquartered in Abu Dhabi. This new adaptive experience fundamentally redefines the internet by transforming a brand’s digital presence from a traditional static website into a dynamic, conversational system powered by integrated large language models (LLMs).

Alpha.G42.ai is a functional prototype for the future of the web—where a brand’s entry point is an intelligent agent that generates and curates content in real time for each visitor.

The new experience is immersive and agentic, with AI fully embedded into the user interface. As users navigate the site or interact through voice and text, the system adapts instantly—curating and generating information based on user intent. This enables the delivery of highly personalized content formats, from an executive briefing tailored to a specific industry to a curated collection of content packaged as a custom podcast.

G42 partnered with R/GA to develop an intelligent system capable of creating and managing its brand experience at scale. The target audience includes B2B and B2G leaders, academics, and entrepreneurs interested in connecting with G42’s vision of an “Intelligence Grid for AI-Native Societies,” conceived as the essential infrastructure that will enable intelligence to flow seamlessly across nations, companies, and industry leaders.

“G42 came to us with the brief of a lifetime: ‘websites are dead; agencies are irrelevant; prove us wrong,’” said Kyle Wheeler, Global Executive Creative Director at R/GA. “Our response wasn’t to redesign a website—it was to build the next operating system for brands.”

“This is not an evolution of the website; it’s a prototype of a new form of the web,” added Alessandro Brunori, VP of Brand Experience at G42. “We are moving from manually publishing content to designing adaptive brand agents—systems that learn, generate, and evolve in real time. This marks a global milestone in generative experience design and the true beginning of the agentic web.”

The experience is optimized for today’s browsers but strategically designed to lead the future of agentic brand experiences beyond screens. By treating content as knowledge ingested by AI, the platform generates dynamic outputs, ensuring that every interaction is unique and tailored to each user’s specific needs.

Content is no longer manually entered into a CMS or published on static pages. Instead, PDFs, videos, articles, notes, or any type of material can be ingested by the content model and synthesized into knowledge. The system uses this knowledge to generate variations for different audiences and leverages its own memory to inform real-time responses to queries. This new approach to content management is optimized not only for SEO—expanding and specializing the content footprint—but also to influence other AI agents. It represents a radical departure from traditional content management practices.

R/GA led the strategy, experience design, and engineering of this generative interface in close collaboration with G42’s internal communications, creative, and technology teams.