Apps arose as an interface in lieu of the HTML-based web because they were the best we could do at the time. You couldn’t just yell what you wanted from the internet into your phone, so developers built sophisticated hidden plumbing and let you interact with it via big graphical buttons. And buttons remain the most efficient path for getting lots of things done. But thanks to advancements in natural language processing, now you actually can just yell what you want from the internet into your phone. Lu says the next-generation "experience platform" is going to start there, with conversation. It fits more naturally with how humans behave anyway. And if you get it right, you can always start layering those big shiny buttons back on later. "We see a full spectrum of using language as the baseline, but using graphical interactions in a thoughtful, meaningful way, to elevate the experience," he says.