AX (Agent Experience)
Agent Experience is the discipline of designing a brand's site, docs, product feeds, pricing and schema so AI agents, not only human users, can discover, read and act on them accurately.
Explanation
It is framed as the agent-era counterpart to UX, and the concept was articulated through 2025 before going mainstream in marketing and CMO commentary through 2026, including a February 2026 Forbes piece. As AI agents from ChatGPT, Perplexity, Gemini and Copilot increasingly research and even buy on a consumer's behalf, brands that are hard for an agent to parse risk becoming invisible in agent-mediated discovery and purchase decisions. Note that AX has a separate, unrelated expansion in customer-service tooling, where it refers to the human contact-center agent's own experience; the marketing-relevant sense here is about AI agents, and the two should be distinguished by context.
Usage context / examples
Forbes reported companies adding AX ownership to a Director of Web Strategy role, with a dedicated AX lead hired within 6 to 12 months.
Turkish definition
Agent Experience (AX), bir markanın site, doküman, ürün akışı, fiyatlandırma ve şema verisini yalnızca insan kullanıcılar için değil AI ajanlarının doğru okuyup işlem yapabilmesi için tasarlama disiplinidir.
Source: MMA Academy Sözlük