How Kogan gave 150 people one place to publish what their AI tools build.

Kogan.com started in 2006, when Ruslan Kogan began selling LCD TVs assembled to his own order and shipped straight to customers, cutting out the wholesalers, distributors and retailers in between. It listed on the ASX in 2016, built out the verticals from there, and added Mighty Ape across the water in New Zealand in 2020.

The challenge

Kogan gave the non-technical side of the business Claude, ChatGPT, Gemini and anything else people wanted to try. It didn’t stay at chatbot questions. Staff wired the tools into Salesforce and BigQuery over MCP and started producing dashboards, reports and one-page apps. IT had no word for the output, so they called them “things” – and then the question arrived: “How do we publish or save or capture this thing that we want to keep?”

Hosting was the easy part. Everything the tools produced was frozen the second it was generated.

“Any HTML object that came out of their AI tool, it wasn’t live. It was a snapshot.”Rory Powell, IT and AI Ops Manager, Kogan

And with six tools in use and leadership telling him to let people pick their own, a feature built into one tool would only ever reach the people on that tool.

• Claude
• ChatGPT
• Gemini
• Cursor
• Kiro
• Quick

The solution

display.dev gives a URL on the first publish and puts every update after that on the same one.

“If I send you a dashboard and then spot a mistake, I can update it before you even open the link. You get the current version, and the history shows exactly what changed.”Rory Powell, IT and AI Ops Manager, Kogan

Nobody was going to hand 150 people a raw MCP endpoint, so IT packaged it as Kogan Display, a Claude plugin distributed through the Claude admin portal’s GitHub sync. IT edits a skill in the repo; everyone has the new version without lifting a finger.

• The display.dev MCP connectionPublishing happens inside the tool people already use.
• A branding skillKogan’s fonts, colors and house style for writing: “We’re straight to the point. We don’t use buzzwords.”
• A usage skillChecks whether the doc already exists, updates it instead of creating a second one, and keeps the version history.
• An internal MCP proxyThe team calls it the fleet server, and it handles bring-your-own-key. First use shows a page to paste an API key, which goes into a vault and gets injected on every request after. Sign-in takes seconds.
• Private by defaultEvery API call publishes privately and the skill then asks whether to share. Role-based access is enforced at the proxy, so nobody reaches through MCP what they couldn’t reach on their own.
• Scheduled refreshesFrom n8n or the API, the agent pulls from Looker, BigQuery or Salesforce, compares against yesterday, last week or last year, renders in Kogan’s fonts and updates the page.

Results

IT expected the rollout to stop with the handful of people who had been asking for it. About 150 people use it now. Verticals teams get sales and trend dashboards refreshed on their own schedule. The IT strategy lives at a display.dev link in two versions, one internal and one for the business. Rory ends planning threads by asking his agent for a display doc, then reads it back to check the agent understood.