LukeW: Skip the Tools, Make the Outcomes — Just-in-Time Content Is the New AI Product Shape
LukeW · x · 2026-09-25
Veteran designer Luke Wroblewski argues in a new essay that decades of tool-first software thinking may be the wrong instinct in the AI era: if AI can deliver the end result directly, products should skip building tools altogether.
His concrete example is Exposit, an AI-powered newsroom his team built two years ago where agents handled curation, writing, and editing. Initially presented as a conventional news site, the product's dominant usage quickly became a feature that compiles personalized reports on demand for any topic a user asks about.
He calls this pattern just-in-time content: generated in real time, for a specific person, with a specific need, at a specific moment — building a endlessly recombinable corpus instead of writing content once and hoping it fits everyone.
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