For years, we've optimised websites for humans: UX, usability, emotions. In 2026, a second dimension is added: websites must also be understood by AI systems – not just search engine crawlers, but LLMs, AI agents and agentic search systems that act on behalf of users.
What Is Machine Experience (MX)?
Machine Experience (MX) describes how meaning, structure and hierarchy of a website are translated for AI systems. It's about how design decisions influence not only what humans see, but also what machines understand and relay.
The term marks a paradigm shift: we're no longer designing only for the human viewer, but for an intermediary layer of AI systems that mediate between user and website. Agentic search – AI agents like OpenAI's Operator that browse websites, compare options and complete tasks on behalf of users – makes this shift particularly urgent.
How AI Systems Read Websites
AI crawlers function differently from human visitors. They can't execute JavaScript, don't see images (only alt texts) and evaluate content based on structure, clarity and authority. If your most important content is hidden behind JavaScript – for example in a single-page application framework without server-side rendering – it simply doesn't exist for AI systems.
Practical MX Optimisations
Server-side rendering: Ensure all relevant content is delivered in the initial HTML. Client-side rendering is invisible to AI crawlers.
Semantic HTML: Use correct HTML5 elements (article, section, nav, aside) instead of generic div containers. AI systems use this semantic structure to interpret the content.
llms.txt: Create an llms.txt file in the root directory of your website. This emerging format helps AI systems quickly grasp the site structure and key content – comparable to a robots.txt for search engines.
Expand schema markup: Beyond the usual SEO schemas, Organization, Product, Service, FAQ and HowTo schema help AI systems correctly categorise and recommend your offerings.
Clear positioning: AI systems cite brands that have a clear topical association. If your website clearly communicates which problem you solve for which audience, it increases the likelihood of being referenced in AI answers.
UX and MX Are Not a Contradiction
Good MX design is good design. Clear hierarchies, semantic structures, fast loading times and precise content help both humans and machines. The key difference: MX requires these qualities to also be visible in the code and data structure – not just visually.
Is your website ready for the AI era? Sidora AG analyses your website for MX readiness and develops a roadmap for maximum visibility with both humans and machines. Contact us.
