The text discusses the division of the agentic web into two main components: identity and capability. The identity component is represented by the llms.txt file, which provides AI models with a structured overview of a website’s content. However, its effectiveness is questioned due to a lack of evidence that AI systems utilize it. Despite this, many websites have adopted it by default through plugins like AIOSEO. On the other hand, the capability component is represented by WebMCP, a browser standard that allows websites to expose callable tools to agents, enabling them to perform specific tasks. This component is seen as more valuable because it facilitates direct interaction and task completion.
For marketing professionals, understanding these components is crucial as they influence how websites interact with AI agents, which are increasingly responsible for web traffic. The identity component (llms.txt) is more about presenting structured content, while the capability component (WebMCP) focuses on enabling actions. Marketers should evaluate their websites to ensure they accurately represent their content and consider implementing WebMCP if their sites involve task completion, such as transactions or bookings. This understanding can help marketers optimize their websites for AI interactions, potentially improving user experience and engagement.
