diff --git a/web/scripts/dev_run.sh b/web/scripts/dev_run.sh
index a33775d..75fcc1e 100644
--- a/web/scripts/dev_run.sh
+++ b/web/scripts/dev_run.sh
@@ -54,6 +54,35 @@ info "Building CSS"
 make css-build
 ok "CSS built"
 
+# -- Pipeline (first-time only) ----------------------------------------------
+# Runs extract → transform → export_serving from the repo root if serving.duckdb
+# does not exist yet. Subsequent dev_run.sh invocations skip this — delete
+# serving.duckdb from the repo root to force a full re-run.
+
+REPO_ROOT="$(cd .. && pwd)"
+PIPELINE_LANDING="$REPO_ROOT/data/landing"
+PIPELINE_DUCKDB="$REPO_ROOT/local.duckdb"
+PIPELINE_SERVING="$REPO_ROOT/serving.duckdb"
+
+if [ ! -f "$PIPELINE_SERVING" ]; then
+    info "First run — fetching and transforming data (this may take a few minutes)"
+    if (
+        cd "$REPO_ROOT"
+        LANDING_DIR="$PIPELINE_LANDING" DUCKDB_PATH="$PIPELINE_DUCKDB" \
+            uv run materia pipeline run extract &&
+        LANDING_DIR="$PIPELINE_LANDING" DUCKDB_PATH="$PIPELINE_DUCKDB" \
+            uv run materia pipeline run transform &&
+        DUCKDB_PATH="$PIPELINE_DUCKDB" SERVING_DUCKDB_PATH="$PIPELINE_SERVING" \
+            uv run materia pipeline run export_serving
+    ); then
+        ok "Pipeline complete — dashboard ready"
+    else
+        warn "Pipeline did not complete — dashboard will show empty data"
+    fi
+else
+    ok "Data ready (delete $PIPELINE_SERVING to force a pipeline re-run)"
+fi
+
 # -- Process management ------------------------------------------------------
 
 PIDS=()