Netomi Pivots to AI Websites With New Leadership Team
The company is moving to AI-tailored interfaces that reorder content in real time, shifting away from static web design.
Updated on Oct. 16, 2026 in People
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Netomi has appointed Justin Wexler as president and hired Ryan Boughan as senior vice president of growth to lead a strategy shift toward AI-powered, real-time website personalization. The company, formerly known as msg.ai, is repositioning its platform to compete with emerging answer engine technologies.
Why it matters
The company is moving to defend against answer engines that perform tasks for users, forcing a shift from static web pages to dynamic, agent-led digital experiences. This transition represents a broader market pivot toward AI-tailored content that responds to individual user behavior.
Netomi raised $110 million in an April 2026 funding round, supported by a board where WNDR currently holds two seats. Wexler, who moves to president after five years on the board, joins a firm now managing AI operations for enterprise clients like DraftKings and United Airlines.
The players
Netomi
An AI software developer that builds customer-facing digital platforms for large enterprises like United Airlines.
Justin Wexler
The newly appointed president of Netomi who previously served as a general partner at WNDR and spent five years on the company's board.
Ryan Boughan
The new senior vice president of growth at Netomi tasked with scaling the firm's transition to AI-tailored digital experiences.
WNDR
An investment firm that maintains significant influence over Netomi’s strategic direction through its two held board seats.
The details
The firm's new Agentic Digital Experience platform functions by ingesting customer data, browsing history, and environmental signals to reorder website content in real time. Unlike traditional static design, this system renders personalized experiences intended to complete tasks for users. The move comes as the rise of answer engines threatens to bypass conventional digital browsing, prompting the firm to shift from its roots as msg.ai.
Timeline
2016: Netomi was founded under the name msg.ai.
November 2022: The company began rebuilding its platform to utilize large language models.
March 2026: Justin Wexler was named to the AI Power 50 list.
April 2026: Netomi successfully secured $110 million in new funding.
October 16, 2026: The company announced the appointments of Justin Wexler and Ryan Boughan.
Market Landscape
Netomi’s move marks a departure from traditional digital architecture as the industry confronts the shift from static web interfaces to agentic AI workflows. This pivot reflects an effort to maintain customer engagement as emerging answer engines begin to perform tasks on behalf of users.
Operators should evaluate whether their own digital interfaces rely on static content that may be vulnerable to disruption by agent-based browsing tools. In the coming year, expect the role of marketing and web design to shift toward managing AI signals rather than static layouts.
The takeaway
The rise of agentic web technology signals that static website architecture may soon become a competitive liability. Monitor how your customer-facing platforms ingest and prioritize user data, as this capability will define the next standard for digital customer acquisition.
Further reading
For more on industry leadership and talent moves, visit People.
Source note: This article includes information reported by Adweek.
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