G42 is an AI group from Abu Dhabi. Its purpose is to “invent a better everyday”, and it wanted a website that proved it rather than just said it.
So we didn’t redesign their website. At R/GA we replaced it with something else: Alpha.G42.ai, a working prototype of what a brand’s front door looks like when it’s an intelligent agent instead of a stack of pages.
How it works
There’s no fixed set of pages. Instead, everything G42 has to say (PDFs, videos, articles, notes) goes into a content model that turns it into knowledge the site can draw on. When you arrive, you talk to it, by voice or by typing, and it generates the page you need there and then, shaped by what you seem to be after.
That means the same knowledge can come out in very different forms. Ask for the latest on consumer products and you get a page about consumer products. You can ask for an executive briefing tailored to your own sector. And if you’d rather listen on the way to work, it’ll package a set of content up as a bespoke audio podcast.
It’s aimed at the people G42 most wants to reach: business, government, academic and entrepreneurial leaders. It’s built for today’s browsers, with the idea that it can extend beyond screens later.
No blueprint
It’s a rare opportunity to work on a project where there’s absolutely no blueprint and nothing to compare it to, and we sure learned a lot along the way.
What I did
I led the front-end team that built the system that lets the AI compose the interface on the fly: the part that takes what the model decides to say and turns it into a real, on-brand page in front of you.
What happened
Alpha.G42.ai launched in April 2026 and was covered widely as a first of its kind, including by Campaign Middle East, LBB and Zawya.