Yet if the intention economy is to thrive it must enable individuals to control their own data. Berners-Lee favours the Fediverse, a nascent network of interconnected digital services and social media, including Bluesky, Mastodon and Matrix, that relies on open protocols. One such protocol is Solid, being commercialised by Berners-Lee’s company Inrupt, which enables users to control their own agentic data pods, or wallets, and grant access to trusted services.

Other developers, universities and organisations are also devising ways to reimagine the web’s infrastructure in the AI age. One of the best-funded is Project Liberty, a $500mn initiative backed by the American businessman Frank McCourt. This has helped develop the interoperable decentralised social networking protocol (DSNP) that enables users to delegate and revoke access to their data for every application. Project Liberty is now working with more than 170 partner organisations, with the protocol being used by about 14mn people, according to McCourt. “Agency should be returned to individuals,” he tells me.

Hailing from a five-generation construction company family, McCourt is convinced that fixing underlying infrastructure is often the most effective means of tackling surface problems. The best way to solve lead poisoning in water, for example, is by replacing dangerous pipes, not the sink and tap. Systemic change happens from the bottom up, rather than the top down.