By Olivia Hart

Coframe has raised a $25 million Series A co-led by Khosla Ventures and Hanabi Capital, lifting total funding to $35 million. The 2023 startup is betting that generative AI can replace one-size-fits-all websites with pages tailored to each visitor; the round’s valuation was not disclosed.

Coframe is the latest AI investment for billionaire venture capitalist Vinod Khosla, whose firm also backed the company at seed stage. “The world has changed because AI has enabled extreme customization,” Khosla told Business Insider. His thesis moves personalization from a feature requiring separate engineering work to a routine function for consumer businesses.

Why do static pages no longer satisfy Khosla?

Khosla describes web browsing as a slog and singles out Amazon, where the shopping experience has, in his view, deteriorated over 15 years. His criticism is specific: Amazon promotes what it wants to sell rather than showing each user the most relevant options. Relevance, he argues, has lost ground to seller control.

He says the alternative—writing code for every page presented—would remain too expensive and too slow. A customized page for each user is, in his view, a sound business idea. The financing backs a shift in how sites are produced and revised, with AI handling variation that previously required manual work.

Who is building Coframe’s adaptive web?

Coframe was founded in 2023 by Josh Payne, an AI researcher and entrepreneur who studied mathematics and computer science at Stanford. Payne previously co-founded Autograph, the Tom Brady-backed sports and entertainment startup, before turning to the friction of running consumer-facing digital businesses.

Payne said the company grew out of the manual, labor-intensive work he encountered while trying to grow a consumer-facing business. Improving pages required sustained effort, and he saw the emergence of ChatGPT as evidence that generative AI could remove much of that burden. The problem was the cost and time required to improve pages repeatedly.

“Websites are static,” Payne told Business Insider. “You build them once; they’re one size fits all, and then it takes a tremendous amount of effort to improve them over time.” Coframe’s response is to let AI tailor pages while learning which content prompts a particular customer to click and buy.

Payne says the aim goes beyond producing a prettier landing page. The company’s claimed advantage lies in delivering a bespoke experience that better represents a business and its goods and services. For marketing teams, the practical question is whether that learning can translate into relevance and conversion.

Coframe says it has generated more than $300 million in incremental revenue for customers including Dropbox, BCG, Block, Backcountry and Sur La Table. The company also reports conversion-rate increases of 158% at Dropbox, 410% at Replit and 60% at Cash App. Those figures remain company-supplied performance claims.

For practitioners, the reported gains make revenue an immediate test of Coframe’s proposition. The company links page generation, customer-level relevance and conversion measurement in one offering. Khosla’s wager is that AI can now deliver customization that earlier remained impractical because every variation required code.

Can AI revive the marketing technology market?

Payne is betting that AI can revive a marketing technology category long dominated by scale and distribution. He sees the market as calcified around Adobe and Salesforce, alongside a long list of vendors selling incremental tools for testing, targeting and measuring campaigns. AI, in his account, offers the category a second act.

Optimizely, once a Silicon Valley darling, was acquired for an undisclosed sum in 2021. The transaction sits within the consolidation Payne describes, while the current funding round asks whether personalization can revive the category. Coframe is betting that a new entrant can win by learning continuously from customer behavior.

Payne said the internet will acquire its own sense of life as technology rapidly catches up with the idea. Coframe calls that outcome the living internet, and he wants the company to help deliver it. For Khosla, the $25 million investment is a wager that tailored pages become a routine feature across business websites, turning a previously impractical promise into a practical commercial model.