About Guillermo Rauch
Guillermo Rauch, CEO and founder of Vercel, has been discussing the company's growth and its shift toward AI agents. In several appearances, he noted that 70% of traffic to Vercel's documentation now comes from coding agents, up from roughly 90% human traffic the previous year. He described Vercel's focus on "agent ergonomics," or ease of use for AI agents, and said the company's infrastructure is seeing increased demand as agents write and deploy software. Rauch also introduced Vercel Workflows, a product designed for long-running, durable execution of agent tasks, and stated that weekly deployments on Vercel have doubled, with a third of new deployments coming from coding agents.
Rauch spoke about his personal use of AI tools, saying he relies on them as a memory system and that his memory has "deteriorated" as a result. He advocated for building products rather than discussing them, stating that "a real link and a real product is worth not a thousand words, it's worth 1 billion words." In an interview with Bloomberg Línea, Rauch anticipated a potential initial public offering for Vercel in 2027. He also described the company's early bet on serverless compute as the right choice for ephemeral, agent-generated software, and said Vercel's growth was previously "capped by how many humans exist" but is now accelerating due to AI agents.
Source: AI-verified profile updated from Guillermo Rauch's recent appearances.
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✨ AI-enhanced transcript with speaker attribution
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Guillermo Rauch0:30
Thank you so much for that fantastic introduction and thanks to Tania and Dimitri for having me here. As the founder of Zeit, now Vercel, our mission is to empower the front-end developer to build and deploy powerful applications. It's great to be here at Holy JS because JavaScript is the lingua franca of the internet, enabling the transition to rich, client-side web applications.
However, developing with JavaScript involves a lot of complexity: static rendering, server-side rendering, streaming. I want to discuss 'There is No Silver Bullet,' a famous paper by Fred Brooks. It argues there's no single 10x technology or methodology. It distinguishes between essential complexity—inherent to the problem—and accidental complexity, which we add ourselves. In the JS world, we've dealt with significant accidental complexity.
Next.js was created in 2016 to address this by removing the need for complex configurations like Webpack or Babel. We used the file system as an API to make projects easier to explore and navigate. While we've reduced accidental complexity like bundling and routing, we still need to solve essential complexities like data fetching and performance.
We evolved from a purely server-rendered approach to a hybrid model. Static site generation offers performance and security but struggles with long build times and scale. Server-side rendering (SSR) handles scale and SEO but introduces operational overhead and stability issues.
JAMstack offers a middle ground but relies on client-side hydration. To bridge these gaps, we're introducing Incremental Static Regeneration (ISR) in Next.js. This allows pages to be generated at build time and then incrementally updated at runtime as traffic arrives. You get the benefits of static—performance, security, and availability—combined with dynamic data.
Essentially, when building, you choose between a fully dynamic shell for interactive dashboards or pre-rendered static pages for critical content like blogs and e-commerce. Static has effectively become the new dynamic.
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Moderator43:29
We have about five or six minutes for questions. I'm so excited about incremental builds; we've been running Smashing Magazine on JAMstack, and our deployment takes about six minutes just to change a comment.
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Guillermo Rauch44:00
I'm so excited about that as well, thank you.
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Moderator44:07
A question from Ilya: why is the folder name for resources not configurable and hardcoded as underscore next?
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Guillermo Rauch44:31
That's a good question. Next.js prioritizes convention over configuration. We've been conscious about not offering excessive customization because we believe in the strength of having standard conventions. It keeps the 'map for the territory' consistent across projects, making exploration much easier.
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Moderator45:30
Vlad is wondering: how does getStaticProps work with pagination?
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Guillermo Rauch45:38
It's entirely up to you. You can compute every page if needed. For many, lazy loading on the client side for subsequent pages is a great approach.
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Moderator45:57
Eugene asks: which headless CMS do you use for your blog, and which would you recommend?
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Guillermo Rauch46:14
The beauty of our new hooks is that you can make any API call that Node.js can support. For our blog, we use Notion as our 'brain.' We also love solutions like Contentful, Dato CMS, and Prismic. You can even query the Twitter API to generate static versions of tweet storms.
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Moderator47:23
Where do you see JAMstack moving? It seems to be becoming the standard approach.
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Guillermo Rauch47:34
I think JAMstack will become the default for building web applications. What was necessary was to bridge the gap for critical pages where client-side fetching isn't acceptable for business metrics. Technologies like ISR are designed to capture almost 100% of use cases.
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Moderator48:21
It's interesting to see browsers exposing more internal APIs, like Houdini, and frameworks focusing on details like progressive hydration.
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Guillermo Rauch48:45
Progressive hydration is a great example. If booting up JavaScript takes too long, the experience fails. We're working closely with Google and the React team on progressive hydration and dynamic code loading. Once we have incremental hydration and smarter bundling, React will truly work for all use cases.
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Moderator49:34
There seems to be a turning point where everyone is invested in breaking things down into smaller chunks and improving code splitting.
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Guillermo Rauch49:59
Absolutely. I'm excited by the proliferation of new frameworks like Svelte that take radically different optimization approaches. The 'worse is better' philosophy can lead to tremendous performance gains. I think we'll see a rise in visual, GUI-based tools for designing React or Svelte apps, where the developer acts more like a designer, managing suspensions and data loading tolerances.
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Moderator51:53
Thank you so much for all your wonderful insights. Please give a round of applause to Guillermo Rauch.