A digital assistant detects signs of fatigue in the user based on sleep patterns, heart rate and screen-time activity. Using this data, it automatically reorganises the user’s work schedule, suggests active breaks and adjusts the intensity of notifications.

When searching for a recipe, the browser not only considers personal preferences, but also the ingredients available at home, dietary restrictions and the location of nearby shops to streamline the shopping process.

These types of experiences represent the approach of Web 4.0—an emerging phase in the evolution of the Internet, characterised by its ability to interpret context, anticipate user needs and offer intelligent, real-time responses. It marks a paradigm shift that not only enhances personalisation but also transforms how we interact with the digital world.

An Internet That Thinks, Feels and Acts

Web 4.0 is not a single technology, but rather an evolutionary vision of the Internet in which connectivity, artificial intelligence and contextual sensitivity converge to create a radically different digital experience.

Unlike its predecessors, this stage aims to deliver a proactive Internet—capable of making simple decisions, understanding human emotions and engaging more naturally and fluidly with its environment.

While Web 3.0 introduced concepts such as decentralisation, smart contracts and individual control over data, Web 4.0 goes a step further: it incorporates intelligent systems that analyse real-time data from the physical world, user emotions and numerous connected devices, generating autonomous and adaptive responses.

It is no longer just about searching, browsing or interacting, but about inhabiting a digital ecosystem that functions as an omnipresent, intuitive and predictive assistant.

For instance, an educational platform might adjust the difficulty of a lesson upon detecting signs of frustration or fatigue, while an online shopping assistant could suggest products based not only on search history but also on weather conditions, the user’s emotional state and financial context.

This transformation is not taking place in isolation; it is underpinned by concurrent advances in generative artificial intelligence, the Internet of Things, 6G networks, emotional processing and edge computing.

Designing the Future of Digital Experience

Although the term 'Web 4.0' is not yet fully established, several technology companies are already laying its foundations.

Samsung is among the firms turning this vision into tangible products. At CES 2024, Jong-Hee Han, Vice Chairman and Head of the Device Experience Division (DX), stated that “with the emergence of artificial intelligence, smarter and better experiences will redefine the way we live”. This statement reflects not only an innovation strategy but a firm belief: the future of digital interaction will be predictive, adaptive and highly personalised.

Amazon has also signalled its direction. In his 2025 letter to shareholders, CEO Andy Jassy wrote: “Generative artificial intelligence will virtually reinvent every customer experience we know, and enable entirely new experiences we have only fantasised about.” Already a pioneer in service personalisation, Amazon is positioning itself as a key player in designing automated, ultra-personalised experiences central to Web 4.0.

Google is not far behind. Its CEO, Sundar Pichai, remarked in a recent interview that “increasingly more parts of the Internet we experience will be synthetic in some important way”. This is not merely a technological forecast, but a glimpse into the digital environment towards which the web is heading—one where AI-generated content becomes the rule rather than the exception.

Taken together, these perspectives signal a new era. This is about building an Internet capable of understanding, anticipating and adapting to users in real time. A paradigm in which experiences are no longer built for the masses, but shaped by and for each individual.

Tensions in the New Paradigm

The shift towards a hyper-intelligent and autonomous Web 4.0 is not without its concerns. As companies push for increasingly personalised and connected experiences, serious questions emerge around data governance, digital sovereignty and equitable access to these technologies.

One of the main challenges is privacy. In an environment where artificial intelligence learns from every click, preference and behaviour, who controls that data? What safeguards exist around the use of personal information when personalisation becomes the default rather than the exception? Web 4.0 introduces a model in which the user may feel understood—but also constantly observed.

Interoperability and decentralisation are also critical issues. If this new phase of the Internet is to be truly open and collaborative, systems must be able to communicate seamlessly without relying on closed platforms. Here, blockchain may act as an enabling technology—but global agreements and regulatory frameworks are also needed to ensure a fairer, more distributed network.

Equitable access to Web 4.0 presents another challenge. While developed nations progress with the adoption of 5G networks, smart devices and AI-driven services, large parts of the world continue to struggle with basic connectivity. Without inclusive policies, this transformation risks widening the digital divide, excluding millions from the new digital ecosystem.

Moreover, the sustainability of this technology is becoming part of the debate. The energy consumption associated with training AI models and maintaining decentralised infrastructures presents an environmental dilemma that must be addressed from the outset. Building a Web 4.0 that is not only intelligent, but also responsible, will be a goal as ambitious as it is essential.

What Kind of Internet Do We Want to Build?

Web 4.0 is not simply a technological upgrade: it represents a profound shift in how people relate to knowledge, devices and one another. Though still under development, early signs—from major tech companies’ strategies to the adoption of new digital architectures—suggest that this is not a distant future, but a reality in progress.

This new digital era promises more fluid, personalised experiences, seamlessly integrated with the physical world. Yet it also calls for a broad, inclusive debate on the kind of Internet we wish to build: one that is more ethical, sustainable and inclusive. A space where artificial intelligence and autonomous systems empower people—rather than replace or restrict them.

The question is no longer whether Web 4.0 will arrive, but how—and for whom. And in that answer lies the real challenge.