Why Agents Matter

You’ve heard of ChatGPT, a chatbot that can answer questions. AI agents take it further. They don’t just say which CRM is best; they can log into five different CRMs, create accounts, and test workflows, all on a user’s behalf. If your competitor’s platform is easier for agents to navigate, you’ll miss that sale without even knowing it.

Agents vs. Chatbots

A chatbot stops after giving an answer. An agent moves on to do something about it: filling forms, comparing prices, or scheduling demos. That’s why in “Introducing AX: Why Agent Experience Matters,” Netlify CEO Mathias Biilmann says we must build products that agents can “use.” If your docs, APIs, or sign-in flow confuse an agent, it’ll choose a simpler path.

Years ago, lacking a website made you invisible. Then came APIs, which developers demanded to integrate your product. Now, agents are that next wave. They’re not just scanning your site; they’re using it. If your platform doesn’t load quickly, lacks structured info, or forces complicated sign-ups, the agent bails… and so does its user.

Picture a busy CFO: she tells her AI agent, “Find me a new invoicing tool and set up a free trial.” The agent scans five options, tries to sign up for each, and sees where it hits roadblocks. If your platform has a four-step sign-up with hidden fields or unclear docs, the agent moves on. You lose the CFO’s business without a single human conversation.

Three Steps to Get AX-Ready

  1. Machine-Friendly Docs
    • Why it matters: Agents rely on structured data to figure out your site’s capabilities. Provide stable URLs and a simple map (an llms.txt or JSON endpoints) so the agent knows exactly where to go. Here at Profound, we recently launched our own llms.txt.
  2. Seamless Onboarding
    • Why it matters: Agents have no patience for multi-page forms. Make sign-up flows simple, possibly skip e-mail verification, or let an agent handle it automatically. Otherwise, the agent drops off.
  3. Test with Real Agents
    • Why it matters: Don’t guess. Plug an AI agent into your site, see if it gets stuck, then fix those friction points. This is like usability testing, but for AI.

The Stakes: Why AX Is Inevitable

According to Imperva, almost half of all internet traffic isn’t human. Agents will keep growing, and they act. If you’re not AX-friendly, these digital power users will ignore you. That’s a lost sale, a missed lead, or a user who never sees your brand.

Embrace Agent Experience in 2025

Chatbots simply advise. Agents do. Lean into AX by making your site a place agents love to use. It isn’t complicated: machine-friendly docs, a quick sign-up, and real-world testing are your keys. As Biilmann warns: “Platforms, tools, or frameworks that are hard for large language models to use will start feeling less powerful.” So make it easy, or watch your competitors do it first.