GammaDX index finds only 12 of 50 Australian websites are agent-ready

GammaDX, an Australian digital experience agency, has launched a dedicated AI agent experience design practice and published an index measuring how ready Australian websites are for AI agents. Of the 50 sites it tested, only 12 were classified as fully agent-ready.

The index covers 50 websites across five sectors, namely retail, banking and insurance, utilities, travel, and government and services. Each site was scored on a 100-point scale across discovery and access, content comprehension, navigation and interaction, task completion, and trust and governance. Twelve sites were rated agent-ready, 36 capable, and two emerging.

Notably, none of the 50 websites blocked the six AI agents used in the testing, and average task readiness came in at 74%. The weak point is therefore not whether agents are admitted, but whether they can reliably finish the job once they are.

Banking and insurance sites ranked highest, followed by retail, utilities and travel, with government and services last. Trust and governance was the weakest category in every sector, averaging just 56%.

The report also found that no website in the sample published a clear position on AI agents, and only nine of the 50 published a security contact. That gap matters for organisations whose customers increasingly expect an agent to research products, compare options, request quotes, fill in forms and complete bookings.

George Pappas, managing director of GammaDX, said most websites were built for people to use directly, and that organisations now need to check how their sites perform when an agent is doing the work. He said the test is whether an agent can complete a form, request a quote or make a booking reliably and safely, and whether it stops when human approval is required.

The new practice pulls together the agency's strategy, experience, platform and AI teams to assess and improve how authorised agents interact with digital services. It covers six stages of the agent experience lifecycle: readiness strategy, discoverability, interaction design, integration and engineering, testing and assurance, and ongoing optimisation.

GammaDX launched earlier this year as part of Mercantile Co, the parent company created by George Pappas and George Photios, which also houses social media monitoring agency Burrow and WordPress services firm Wordie. The index functions as a calling card for the new practice: a reusable scoring framework that turns agent-friendliness into something that can be measured and sold.

What to watch next is whether other agencies and enterprises adopt a similar scoring approach, and whether high-trust sectors such as banking and government move first to publish explicit agent policies and security contacts.