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MX: Building for Agents

Why websites must work for machines as well as humans

TUESDAY, 6TH OCTOBER   |   2:00 PM to 2:30 PM (BST) | 9:00 AM to 9:30 AM (EDT) | 6:00 AM to 6:30 AM (PDT)  |   ONLINE WEBINAR

AI is changing how people discover, compare and interact with organisations online.
Increasingly, AI systems are researching, comparing, recommending and acting on behalf of users before they ever reach a website.
Join IDHL's experts to learn what Machine Experience (MX) is, why it matters, and how to ensure your digital experiences can be understood, interpreted and used reliably by AI systems and agents.
Meet the speakers
Claire Taylor, IDHL

Claire Taylor, Managing Director, Web Division, IDHL

Claire works with organisations to design and deliver digital experiences that balance customer needs, business goals and technical requirements. She helps brands create scalable, high-performing platforms that support both human users and emerging AI-driven journeys.

Matt England, IDHL

Matt England, Technical Strategy & Solutions Lead, IDHL

Matt specialises in digital architecture, platform strategy and complex web ecosystems. He helps organisations ensure their content, data and technology provide reliable, accessible experiences that can be understood and used by both people and machines.

What you'll learn

Understanding the new audience
How AI systems are increasingly acting as intermediaries between customers and brands, researching, comparing and making recommendations on behalf of users. 

What Machine Experience (MX) means
How MX differs from traditional UX, accessibility and SEO, and why it's becoming an important consideration for modern digital experiences. 

Why websites struggle with AI
The common design, content, data and technical challenges that make it difficult for AI systems to accurately interpret and use information. 

A practical approach to improving MX
A simple framework for assessing, prioritising and improving your organisation's machine experience. 

Who should attend?

 This session is designed for:

•    Digital Marketing Leaders
•    Website & Digital Experience Managers
•    Ecommerce Leaders
•    Product Owners
•    Content Strategists
•    SEO & Organic Search Teams
•    UX & CX Professionals
•    Technology & Development Leaders
•    Transformation & Innovation Teams


Anyone responsible for how information, services and customer journeys are presented online.

What you'll take away

A clear understanding of Machine Experience
Learn how AI systems access, interpret and use digital experiences on behalf of customers. 

Practical insight into emerging AI-driven journeys
Understand how discovery, comparison, recommendation and action are increasingly being delivered through AI interfaces. 

A framework for identifying MX issues
Learn how to assess visibility, accuracy, trust and completion across your digital journeys. 

Immediate actions to improve AI readiness
Take away practical steps for improving content clarity, consistency, structure and machine understanding. 

A roadmap for where to start
Leave with a simple process for testing priority journeys and improving the experiences that matter most. 


Explore the full webinar series
GEO.
GEO: Own the answer

How brands can win visibility in AI-powered discovery, featuring Cheryl Crossley, Emma Sibbles and Will Best.

MX.
MX: Building for agents

Why websites must work for machines as well as humans, featuring Claire Taylor and Matt England.

PR
PR in the AI era 

How Brand PR and Digital PR combine to drive authority, visibility and reputation, featuring Cheryl Crossley and Chloe Buchanan.

Registration opening soon.

Ready to build for the next digital audience? 

Learn how AI systems interpret, evaluate and act on your digital experience, and discover practical ways to improve your organisation's Machine Experience.