Subscribe
Share
Share
Embed
In Episode 40 of Beyond the CMS, host Chris Bryce, Partner at Dotfusion, is joined by Tom Cranstoun of Digital Domain Tech Ltd, also known as "the MX guy." This conversation ventures beyond traditional user experience to explore the critical new frontier of Machine Experience (MX)—the practice of optimizing web content for the AI agents and bots that increasingly act as gatekeepers to information.
With deep expertise in Adobe Experience Manager (AEM) and building large-scale corporate websites, Tom explains why the visually engaging, interactive elements designed for human users can be roadblocks for AI. He breaks down how machines parse content differently, why most websites are unintentionally failing to communicate with these "invisible users," and how this failure leads to missed traffic, poor AI-powered search performance, and lost business opportunities.
The discussion moves past high-level theory and into the technical and strategic shifts required to make your content machine-ready. Tom provides a clear framework for understanding how to build for both human and AI audiences simultaneously.
Key topics include:
• What is Machine Experience (MX)? Understanding the fundamental differences between UX and MX.
• Invisible Users: Why AI agents and bots are your new, most important audience.
• Human-Centric vs. Machine-Readable: How interactive elements like accordions and JavaScript-heavy features can confuse AI.
• The Power of Structured Data: A clear breakdown of metadata, schema.org, and JSON-LD and their role in providing clarity for bots.
• Lessons from Accessibility: How designing for users with disabilities (WCAG) provides a powerful blueprint for MX.
• Headless Architecture Hurdles: The potential downsides of headless CMS when AI agents don't execute JavaScript.
• The Common Crawl: What it is, how it trains the world's AI models, and why your presence in it is crucial.
• The 5 Stages of AI Readiness: From discoverable to transactable, the steps required for an AI agent to interact with your site.
• Sovereign Data: The importance of owning your own data (like customer reviews) rather than leaving it siloed on third-party platforms.
• SEO vs. GEO: Understanding the difference between historical Search Engine Optimization and immediate Generative Engine Optimization.
• The MX Audit: A look into Tom's tool for analyzing a site's machine-readiness and identifying areas for improvement.
• Content Freshness: Why updating old blog posts and historical content is critical for maintaining relevance.
• The Universal Commerce Protocol (UCP): How standards are emerging to help agents perform transactional tasks.
• Cultural Nuances in Data: How differences in date and number formats can lead to AI confusion and hallucinations.
• Rethinking Your Content Strategy: Why MX requires a foundational shift in how businesses present themselves digitally.
Tom argues that optimizing for machines isn't about gaming an algorithm; it's about creating clarity, structure, and consistency. The same principles that lead to better accessibility and a more organized content strategy are the keys to unlocking visibility in the age of AI.
Whether you're a marketing leader wondering why your brand isn't surfacing in AI-generated answers, a developer building next-generation web experiences, or a content strategist preparing for the future, this episode delivers an essential guide to what Machine Experience means for your organization.
🎧 Listen now and join the conversation!
With deep expertise in Adobe Experience Manager (AEM) and building large-scale corporate websites, Tom explains why the visually engaging, interactive elements designed for human users can be roadblocks for AI. He breaks down how machines parse content differently, why most websites are unintentionally failing to communicate with these "invisible users," and how this failure leads to missed traffic, poor AI-powered search performance, and lost business opportunities.
The discussion moves past high-level theory and into the technical and strategic shifts required to make your content machine-ready. Tom provides a clear framework for understanding how to build for both human and AI audiences simultaneously.
Key topics include:
• What is Machine Experience (MX)? Understanding the fundamental differences between UX and MX.
• Invisible Users: Why AI agents and bots are your new, most important audience.
• Human-Centric vs. Machine-Readable: How interactive elements like accordions and JavaScript-heavy features can confuse AI.
• The Power of Structured Data: A clear breakdown of metadata, schema.org, and JSON-LD and their role in providing clarity for bots.
• Lessons from Accessibility: How designing for users with disabilities (WCAG) provides a powerful blueprint for MX.
• Headless Architecture Hurdles: The potential downsides of headless CMS when AI agents don't execute JavaScript.
• The Common Crawl: What it is, how it trains the world's AI models, and why your presence in it is crucial.
• The 5 Stages of AI Readiness: From discoverable to transactable, the steps required for an AI agent to interact with your site.
• Sovereign Data: The importance of owning your own data (like customer reviews) rather than leaving it siloed on third-party platforms.
• SEO vs. GEO: Understanding the difference between historical Search Engine Optimization and immediate Generative Engine Optimization.
• The MX Audit: A look into Tom's tool for analyzing a site's machine-readiness and identifying areas for improvement.
• Content Freshness: Why updating old blog posts and historical content is critical for maintaining relevance.
• The Universal Commerce Protocol (UCP): How standards are emerging to help agents perform transactional tasks.
• Cultural Nuances in Data: How differences in date and number formats can lead to AI confusion and hallucinations.
• Rethinking Your Content Strategy: Why MX requires a foundational shift in how businesses present themselves digitally.
Tom argues that optimizing for machines isn't about gaming an algorithm; it's about creating clarity, structure, and consistency. The same principles that lead to better accessibility and a more organized content strategy are the keys to unlocking visibility in the age of AI.
Whether you're a marketing leader wondering why your brand isn't surfacing in AI-generated answers, a developer building next-generation web experiences, or a content strategist preparing for the future, this episode delivers an essential guide to what Machine Experience means for your organization.
🎧 Listen now and join the conversation!
Creators and Guests
What is Beyond the CMS - A Content Management Podcast?
Beyond the CMS is about content operations and the future of content: how enterprises create it, scale it, and get it found by people and AI. Hosted by Chris Bryce, Partner at Dotfusion, the show has just passed 50 episodes of conversations with the people building that future.
It started as a show about CMS platforms, and that conversation never stopped. Guests have come from Contentful, Storyblok, Agility CMS, Squiz, Bloomreach, ButterCMS, StreamX, BILDIT, CrafterCMS, React Bricks, and Magnolia, talking through what headless and composable architecture actually gets you. But the range has grown well beyond platform comparisons. Recent episodes cover Answer Engine Optimization (AEO) and how AI search engines decide what to cite, MCP (Model Context Protocol) servers that connect AI agents directly to a CMS, agentic content operations workflows, accessibility, and what it takes to govern content at the scale of a university managing tens of thousands of edits a week. Episode 50 brought on Olivier Dobberkau of the dkd/TYPO3 Association to dig into semantic search and retrieval-augmented generation (RAG).
The CMS is still the hub. It's just not the whole story anymore. If you're a CMO, IT Director, or Chief Digital Officer trying to figure out how your content gets made, published, and found, by people and by AI, this is where those conversations happen.
#contentoperations #answerengineoptimization #aeo #aisearch #headlesscms #contentful #storyblok #agilitycms