MX audit
A machine experience audit evaluates how well AI agents understand and use your website, highlighting where changes could help them interpret your content more accurately.
Machine experience (MX) services
Understand how AI agents read, interpret and use your website. Our machine experience workshops and audits identify barriers to machine understanding and provide practical recommendations to improve readability, discoverability and usability.
- Services
- Web and technology
- Machine experience (MX) services
Improve AI understanding
Your website no longer serves humans alone. AI agents increasingly access online information to answer questions and help users research businesses, products and services. MX looks at how well your website works for these systems and whether they can accurately understand the information your website provides.
Our machine experience services assess how your site presents information to AI agents and identifies areas that could cause confusion or make important content harder to interpret. By making that information clearer and more accessible to machines, we can help reduce the risk of your business being misunderstood or poorly represented in AI-powered experiences.
A new audience for your website
Websites have traditionally been created with people and search engines in mind. AI agents add another audience to consider, as they increasingly use website content to understand businesses and provide information to users.
The way these systems process a website differs from how a person experiences it. An attractive, intuitive page may make perfect sense to a human visitor, while important information can still be difficult for an AI agent to interpret.
Our MX services examine how clearly your website communicates with these systems and where improvements could help them build a more accurate understanding of your business – whilst also striking a balance with human requirements.
MX audit
A machine experience audit assesses how well AI agents can understand and use your website, highlighting where changes could help them interpret your content more accurately.
MX persona workshop
Layer MX into your human personas to understand how AI agents interact with your website, use prompts, and hold conversations—helping inform better content, design, and digital experiences.
Machine experience optimization
Improve machine readability through clearer website structure and content organization, helping AI agents interpret and use your information more effectively.
Measure what machines actually see
Many websites contain valuable information that is difficult for machines to use effectively. Important details may be buried within long-form copy, presented inconsistently across channels or hidden behind components or code that cannot easily be read by AI agents.
Our MX audit assesses websites specifically through AI consumption. We review how clearly information is communicated, whether critical facts are easy to identify and how consistently key messages appear across assets and channels. The result is a practical assessment of current readiness, supported by prioritised actions that help improve machine understanding and future resilience.
Prioritise improvements with confidence
Machine experience often builds on the foundations your website already has. Improvements can be focused on making existing content and website structures clearer and easier for AI agents to interpret.
Following a machine experience audit, we provide clear recommendations based on areas most likely to improve how machines understand and use your content. This could involve changes to how information is organised, labelled or published across your website. Many of these improvements can benefit human visitors too, making important information easier to find and understand.
Turn insight into meaningful action
Understanding how AI systems interpret your website gives you a clearer idea of where changes could be useful. Our MX audits turn those findings into prioritised recommendations that can feed into development projects or ongoing optimisation.
Some recommendations may overlap with areas such as content strategy, technical SEO and GEO. Others may require support from UX or website development specialists. Bringing that expertise together helps us make practical improvements that give AI agents a clearer understanding of your website, while considering the experience of human visitors too.
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Built on established digital disciplines
Machine experience draws on many of the disciplines that already contribute to a strong digital experience. Our MX specialists work alongside experts in content strategy, UX accessibility, SEO, GEO and website development, bringing in the right expertise depending on what the website needs.
Our experience across DXP and eCommerce platforms also helps us understand how MX recommendations can work in practice. Improvements can be implemented as part of a standalone project or incorporated into ongoing optimisation, giving businesses the flexibility to act on the areas that matter most.
Find out how AI sees your website.
Assess your machine experience readiness and uncover opportunities for improvement.
Claire Taylor, Web Division Managing Director
“We're moving from a world where websites were simply destinations to one where they're becoming active sources of information for AI agents. The challenge isn't just whether an AI can read your website, but whether it can use it accurately on a customer's behalf. The businesses that succeed will be those that make their content clear, consistent and easy for both people and machines to understand."
FAQs
Machine experience refers to how effectively AI systems can understand and use information published on your website. It focuses on making content clear, well-structured and easier for machines to process.
AI assistants and automated agents increasingly influence how people discover and access organizations online. If these systems struggle to understand your website, it can affect how accurately AI-powered experiences represent your brand’s information.
User experience (UX) focuses on how people interact with websites, while Machine experience considers how AI systems interpret and use website content. Both are important as websites increasingly need to work effectively for human visitors and AI agents.
Understanding UX and MX together can help identify improvements that make information clearer and easier to use, without compromising the experience for people visiting your website.
No. While eCommerce organisations may see the relevance of machine experience sooner, any organisation that relies on digital discovery can benefit from improving how AI systems understand and represent its content.
A machine experience audit assesses how effectively AI agents can understand and use your website. It identifies potential barriers that could affect how your content is interpreted and provides prioritised recommendations for improvement.
The findings give you a clearer view of where changes could strengthen the MX and which areas are most useful to address first.
Recommendations will depend on your website, brand and the findings of the MX audit. They may relate to content structure, taxonomy, information architecture, markup or the way information is managed across your website.
Yes. Once a machine experience audit has identified where improvements could be made, our specialists can help put the recommendations into practice. Depending on what the audit uncovers, this may involve changes to your content or support from our web development team.
We can also work alongside your existing teams or technology partners where appropriate, giving you flexibility in how the recommendations are implemented.
We measure success by looking at how effectively AI systems can understand and use the information on your website. Our assessment reviews factors such as:
- Content structure
- Information clarity
- Consistency
- Machine readability
- Accessibility of important information
These elements help us understand how effectively AI systems can interpret your website.
Yes. MX and GEO are closely related, as both consider how AI systems understand and use information about your business.
Our MX services focus on the website itself, identifying anything that could make your content difficult for AI agents to interpret. Addressing these issues can support your wider GEO activity by giving AI systems clearer, more accessible information to work with. This can create stronger foundations for how your brand is understood across AI-powered search experiences.
We recommend reviewing machine experience regularly, particularly after significant changes to your website or content. A further review can help identify whether those changes have affected how easily AI agents can understand and use the information on your site.
As a machine experience agency, IDHL brings together expertise from across digital marketing, content and web development. This means we can look at MX in the context of your wider website, bringing in specialist knowledge where it’s useful.
- Specialist MX expertise: Our team can assess how effectively AI agents understand and use your website, then identify where improvements could be made.
- Recommendations specific to your website: Our MX audits are based on your website and the issues we uncover, rather than applying the same checklist to every business.
- Expertise beyond the audit: Where changes are needed, we can draw on specialists across content, SEO, GEO, UX and web development to help put recommendations into practice.
- Human and machine experience considered together: We consider how changes intended for AI agents could affect the people using your website too, so improving machine understanding doesn’t come at the expense of usability.
Ready to assess your machine experience?
Discover how well AI agents understand your website and where improvements can make the biggest difference.
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