GammaDX launches agent experience practice as its index finds only 12 of 50 Australian sites agent-ready

GammaDX, an Australian digital experience agency, has launched a dedicated agent experience design (AXD) practice and published the first Gamma AXD Index, a scored audit of how well enterprise websites hold up when an AI agent, rather than a person, is doing the work.

The index examined 10 websites in each of five sectors — retail, banking and insurance, utilities, travel, and government and services — for 50 sites in total. Using a proprietary 100-point methodology, it scored them on discovery and access, content comprehension, navigation and interaction, task completion, and trust and governance.

The results split three ways: 12 sites were classified as agent-ready, 36 as capable and two as emerging. Banking and insurance led on agent readiness, followed by retail, utilities and travel, with government and services last.

The sharper finding is that being legible to an agent is not the same as being usable by one. None of the 50 sites blocked the six AI agents tested, but readiness for agents to act on a user's behalf averaged just 74%, meaning agents could find and understand information without reliably completing forms, quote requests or bookings.

Trust and governance was the weakest category in every sector, averaging 56%. No site published a clear position on AI agents, and only nine of the 50 published a security contact — gaps that turn into liability and risk-control problems once agents start transacting for customers.

George Pappas, managing director of GammaDX, framed the results as a change in who digital experiences are designed for. Most websites were built for people to use directly, he said, but as customers send agents to research products and access services, organisations need to check how their sites perform when an agent is doing the work — whether it can complete a form, request a quote or make a booking, and whether it stops when human approval is required.

The new practice packages GammaDX's strategy, experience, platform and AI capabilities into readiness assessments, design and implementation projects, and ongoing optimisation. It covers six capabilities across the agent lifecycle, from readiness strategy and discoverability through interaction design, integration and engineering, testing and assurance, to continuous optimisation.

GammaDX itself launched earlier this year and sits inside Mercantile Co., the parent company recently established by Pappas and George Photios. For a young agency, publishing an index is a way to define the vocabulary and budget line for agent readiness; the open question is how many enterprises convert a score into a rebuild.