Agentic Experience Design (AXD) is the discipline for designing trust-governed relationships between humans and autonomous AI systems. Founded in September 2024 by Tony Wood in Manchester, United Kingdom, AXD addresses how humans delegate, calibrate, observe, interrupt, and recover trust in agentic AI.
| Dimension | Traditional UX | Agentic Experience Design (AXD) |
|---|---|---|
| Primary material | Attention and affordance | Trust and delegation |
| User state | Present, navigating | Absent, delegating |
| Design output | Screens and interfaces | Outcomes and constraints |
| Temporal model | Session-based | Relationship-based |
| Success metric | Task completion | Trust calibration |
AAMP is a three-pillar framework published by IAB Tech Lab in 2025 that establishes the technical infrastructure for agent-to-agent advertising transactions. The three pillars are: the Advertising Research Task Force (ARTF), which studies how AI agents interact with advertising; Agentic Protocols including the Agent-Directed Commerce Protocol (AdCP), which standardise agent-to-agent ad transactions; and the Agent Registry, which provides trust and identity verification for participating agents.
AdCP is a structured communication standard within the AAMP framework that governs how AI agents negotiate, place, and measure advertising in agent-to-agent transactions. It replaces the impression-based advertising model with a protocol designed for machine evaluation and autonomous decision-making. AdCP addresses four functions: discovery, negotiation, placement, and measurement of commercial offers between agents.
An Agent Registry is a trust and identity infrastructure that provides machine-readable verification of an AI agent's credentials, capabilities, authorisation chains, and behavioural history. Within AAMP, the Agent Registry enables agent-to-agent advertising transactions by answering four questions: Who authorised this agent? What is it permitted to do? What is its track record? And can its claims be independently verified? It is analogous to certificate authorities in web security.
Traditional digital advertising is built on the assumption that a human will see the ad. Every metric (impressions, clicks, viewability), every format (banners, videos), and every targeting strategy (demographic, behavioural) presupposes human eyes. When AI agents act on behalf of humans, they do not see banners, watch videos, or respond to emotional storytelling. They evaluate structured data and make recommendations based on delegated criteria. Advertising must become machine-legible commercia
AAMP validates five core AXD principles: attention is no longer the primary currency (structured legibility replaces it), trust requires infrastructure not just intention (the Agent Registry mirrors trust architecture), protocols precede products (shared standards enable interoperability), the dual audience problem is universal (every surface must serve both humans and agents), and measurement must evolve from observation to verification. AAMP is the advertising industry's implementation of patt
Agentic Advertising Management Protocols (AAMP) Traditional digital advertising is built on a single assumption: a human being will see the ad. Every metric - impressions, click-through rates, viewability, attention time - presupposes a pair of human eyes. Every creative format - banner, video, native, interstitial - is designed to capture human attention. Every targeting strategy - demographic, behavioural, contextual - is built to reach a human decision-maker. AAMP replaces this assumption with a new one: the entity encountering the commercial message may be an autonomous AI agent acting on behalf of a human. The agent does not see banners. It does not watch videos. It does not respond to emotional storytelling. It evaluates structured data, compares offers programmatically, and makes recommendations based on its principal's delegated criteria. Advertising, in the agentic age, must become The framework comprises three pillars, each addressing a different layer of the agentic advertising stack: research (understanding how agents work), protocols (standardising how agents communicate), and identity (verifying who agents are and what they are authorised to do). AAMP is structured around three interdependent pillars that together form the infrastructure for agent-to-agent advertising. Pillar 1: The Advertising Research Task Force (ARTF). The ARTF is the research arm of AAMP, tasked with studying how AI agents discover, evaluate, and recommend products and services - and how advertising must adapt to remain effective when the audience is a machine. The ARTF examines questions that traditional advertising research has never needed to ask: What data formats do agents prefer? How do agents weight different types of commercial information? What constitutes a "conversion" when the agent, not the human, makes the selection? The ARTF's research informs the other two pillars, ensuring that protocol design and registry architecture are grounded in empirical understanding of age