--- title: "What is Agent Experience (AX)? — MING Labs" description: "Agent Experience (AX) is how AI agents perceive, evaluate, and interact with your brand. It is the new UX — but for machines that buy, recommend, and decide o" canonical: https://www.minglabs.com/insights/concepts/what-is-agent-experience lang: en last-updated: 2026-04-17 --- # What is Agent Experience (AX)? [Home](/) [Insights](/insights) [Concepts](/insights/concepts) What is Agent Experience (AX)? Concept Most brands optimise for the human who searches. AX optimises for the machine that decides. Agent Experience (AX) is how AI agents perceive, evaluate, and interact with your brand. It is the new UX — but for machines that buy, recommend, and decide on behalf of people. Last updated: April 2026 | Next review: October 2026 Proprietary evidence [Machine-readable record ](/insights/concepts/what-is-agent-experience.json) Marc Seefelder · Founding Partner, MING Labs [Based on articleWe fired an AI agent after 13 days](/insights/articles/we-fired-an-ai-agent) Agent Experience (AX) is how AI agents perceive, evaluate, and interact with your brand. It is the new UX — but for machines that buy, recommend, and decide on behalf of people.[\[S1\]](#source-s1) For two decades, brands optimised for human attention: pages, ads, conversion funnels. That work is not going away, but a new audience has joined the queue. When a customer asks ChatGPT, Claude, or Perplexity for a recommendation, an agent reads your site, your schema, your reviews, and your documentation — then returns a single answer. You either appear in that answer, or you do not.[\[S2\]](#source-s2) AX is measured on four dimensions — the same axes the Agent Readiness Index uses to score brands:[\[S2\]](#source-s2) | Dimension | What it is | Test | Common gap | | --- | --- | --- | --- | | Discoverability | Can the agent find you? | Schema, llms.txt, sitemap | JS-only content | | Completability | Can it complete the task? | Forms, APIs, structured data | Human-only flows | | Actionability | Can it act on your behalf? | Booking, checkout, transact | Auth walls | | Evidence | Why should it pick you? | Citations, freshness, proof | No third-party signal | Discoverability rests on machine-readable surface area — schema.org, `llms.txt`,[\[S3\]](#source-s3) clean HTML. Completability and actionability extend the surface from “readable” to “operable”. Evidence — citations, dates, third-party mentions — is what tips a tie when the agent has to pick one answer. Agent Experience is not a marketing layer bolted onto SEO. It is a product surface, and it sits inside a broader shift toward [hybrid organisations](/insights/concepts/what-is-hybrid-organisation) where machines are first-class participants on both sides of the table. The same role-design logic that makes an internal agent useful — captured in the [ABC Framework](/insights/concepts/what-is-the-abc-framework) — is what makes an external agent recommend you. Both rely on legibility, ownership of an outcome, and evidence the agent can cite. If your brand is not legible to agents, you are invisible to a growing share of buyers, and that share is not coming back to manual search. ## Sources \[S1\] MING Labs Agent Experience working definition, v2MING Labs · 2026-03-10 Supports: AX definition \[S2\] [DAX 40 Agent Readiness Index — methodology and scoring](https://hyperize.ai)MING Labs / Hyperize · 2026-04-01 Supports: 4-dimension scoring axes \[S3\] [llms.txt proposal and adoption tracker](https://llmstxt.org)llmstxt.org · 2025-09-01 Supports: llms.txt as discoverability signal ## Frequently asked questions Is Agent Experience just SEO with a new name? No. SEO optimises for human attention via search engines. AX optimises for machine comprehension and recommendation. The two overlap on structured data but diverge sharply on intent, format, and what counts as a win. How do I know if my brand has an Agent Experience problem? Ask three current LLMs (ChatGPT, Claude, Perplexity) for a recommendation in your category. If your brand does not appear, or appears with incorrect facts, you have an AX problem. The DAX 40 Agent Readiness Index documents this gap at scale. Where does Agent Experience start? Discoverability first: schema.org markup, llms.txt, machine-readable content. Then completability: explicit positioning and structured data agents can act on. Then actionability and evidence: third-party citations, fresh dates, and proof. ## Quick Answers [What is a Hybrid Organisation?](/insights/concepts/what-is-hybrid-organisation)[What is the ABC Framework?](/insights/concepts/what-is-the-abc-framework) ## More from Insights [Hybrid Organisation ### We fired an AI agent after 13 days 764 messages. Not one that mattered. What we learned about the difference between tools and roles. Read article](/insights/articles/we-fired-an-ai-agent) --- Canonical: https://www.minglabs.com/insights/concepts/what-is-agent-experience Machine-readable index: https://www.minglabs.com/llms.txt