Flutterby™! : NLWeb

Microsoft: Introducing NLWeb: Bringing conversational interfaces directly to the web.

The Github repo has more:

There are two distinct components to NLWeb.

1. A protocol, very simple to begin with, to interface with a site in natural language and a format, leveraging json and schema.org for the returned answer. See the documentation on the REST API for more details.
2. A straightforward implementation of (1) that leverages existing markup, for sites that can be abstracted as lists of items (products, recipes, attractions, reviews, etc.). Together with a set of user interface widgets, sites can easily provide conversational interfaces to their content. See the documentation on Life of a chat query for more details on how this works.

Every NLWeb instance is a MCP (Model Context Protocol) server. Looks like this is mostly about human curating lists of products to be MCP accessible.