As web designers, our focus has traditionally been on human-centered design. However, a significant change is occurring: the latest users of the web are no longer just people; they are AI agents. These intelligent agents—such as voice assistants, AI models summarizing content, and autonomous booking tools—are reshaping the landscape of digital experiences. This evolution has given rise to a new concept known as Agent Experience (AX), which emphasizes creating websites that are comprehensible and navigable for both humans and machines.
Understanding Agent Experience (AX)
Agent Experience is about designing websites that not only captivate human users but also make sense to AI agents. These agents act on behalf of users, setting goals, making decisions, and completing multi-step tasks. Unlike humans who can interpret visual layouts intuitively, AI agents need clearly defined structures and signals to navigate the content effectively. If a website is not designed with agents in mind, it risks becoming invisible to them.
Real-World Applications of Agentic AI
Examples of agentic AI in action include:
- Travel bots that can explore various websites to book trips
- AI shopping assistants that suggest outfits or specific products based on user preferences
- Healthcare agents capable of filling out forms or scheduling appointments on behalf of patients
- Custom GPTs that navigate your site in a simulated fast-paced manner
These agents rely on machine-readable formats and patterns rather than visual ones, underscoring the necessity for web designs to accommodate both types of users.
The Intersection of AX and Accessibility
One intriguing aspect of designing for AI is its overlap with accessibility principles. Both AI agents and accessibility tools, such as screen readers, depend on structured, clear, and metadata-rich designs rather than purely visual content. For instance, utilizing semantic HTML, establishing clear hierarchies, and implementing alt text and ARIA attributes helps serve both AI and users with disabilities effectively.
Best Practices for AX and Accessible UX Design
To create AI- and accessibility-friendly digital experiences, designers should adhere to the following best practices:
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Utilize Semantic HTML Instead of Generic
<div>Tags: Semantic tags like<header>,<main>,<article>, and<nav>provide meaningful context, aiding both AI agents and screen readers in understanding page structure. -
Incorporate ARIA Roles and Descriptive Alt Text: ARIA attributes can enhance communication of content purpose. Alt text should convey the essence of what’s important rather than just a visual description.
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Leverage Structured Files like llms.txt: Similar to how robots.txt provides guidance to web crawlers, llms.txt assists large language models in determining which content to engage with. A well-structured llms.txt file can delineate AI-friendly pages and diminish the potential for misrepresentation.
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Prioritize Heading Hierarchy: Establish a logical header structure with H1, H2, H3, etc., to facilitate navigation for assistive technologies and improve content summarization for AI agents.
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Avoid Hiding Crucial Content in JavaScript: Some AI tools and screen readers may struggle with content loaded dynamically via JavaScript. Ensure critical information is accessible directly in the HTML.
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Implement Schema Markup: Use schema.org structured data formats to clarify content for machine parsing, enhancing both SEO and AI’s response accuracy.
The Importance of Future-Proofing Your Website
With Google’s Search Generative Experience (SGE) and AI crawlers indexing sites for large-scale language models, the need for structured content is growing. In this evolving digital environment, sites lacking structured design might not appear in AI-generated summaries. Consequently, creating AI and accessibility-friendly websites is not merely beneficial but essential for maintaining visibility, usability, and equity.
Expanding UX Beyond the Screen
User experience now extends beyond traditional visual and interaction paradigms. With content being accessed by both human users and autonomous agents, adopting practices that cater to both groups is imperative. This approach not only enhances accessibility compliance but also promotes the creation of resilient, discoverable, and inclusive digital experiences ready for the future.
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