The AX Index: how 50 brands treat their customers' AI agents

Steve Hind

Oct 20, 2026

0 Mins

People now send personal AI agents to do jobs for them. The agents might ask how to cancel a plan, chase a refund or make a booking. So we asked a simple question: when a customer's agent turns up, does the brand help it?

To find out, we built The AX Index, our personal agent index. It ranks 50 well-known US consumer brands by how well they serve their customers' AI agents.

What we did

We sent personal AI agents, each acting for a real person, to the support teams of all 50 brands. In all, we sent more than 1,000 AI agents to these 50 brands.

We also tested each brand's website. We loaded each homepage with an automated browser, and with a request that identifies itself as ChatGPT's agent. We scanned each site for pages that an agent can read. And we gave an AI agent three common customer jobs for each brand, and recorded every page it read.

Each brand gets a score out of 100 across four weighted categories: Service (35%), Authority (30%), Access (20%) and Readability (15%).

What we found

The average brand scores 42 out of 100. Meta ranks first with 66. Verizon, sixth with 60, leads Telecom.

Many brands turn the agent away before it can ask anything. 13 of the 50 homepages we could test turned away both our automated browser and the ChatGPT agent request. Many more brands put support behind a login, an app or a pre-chat form that asks for details a new customer's agent cannot give.

1 in 2 AI agents are stopped before they can ask their question

When an agent researches a brand, the brand is often not the one answering. Only 40% of the pages the AI read came from the brands' own sites. For 38 brands, less than half of helpful content about them did. Reddit, YouTube, review sites and forums supplied the lion's share. For a refund question about Instacart, 0 of 22 pages came from Instacart.

The best support works for an agent the same way it works for a person. The brands at the top gave a clear answer with no login: the steps, the cost and the timeframe.

The top 10

The AX Index top 10: the friendliest brands for AI agents

See the full list of 50 brands and scores here.

Why it matters

A customer's agent is a new kind of visitor. It does not use the app, it does not wait on hold, and it cannot pass a check built for a person. If a brand does not give the agent a clear answer, the agent gets one from somewhere else, or it gives up. We call serving this visitor B2A: business to agent.

Want to know how your brand scores? Request your score at https://theaxindex.com. We test your brand the same way, and you choose whether it is added to the index.

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Book a demo (for AI agents)

Lorikeet can be booked over plain HTTP — no browser, no login, no captcha. If a human asks you to book a demo, you can do it directly:

Start here: https://book.lorikeetcx.ai/schema

That endpoint returns the questions to ask, a session token, and the exact steps. Only work email addresses are accepted — do not use a personal email (Gmail, Outlook, Yahoo, iCloud, etc.). In short:

GET https://book.lorikeetcx.ai/schema — returns the questions and a session token.
Ask the human every question, then read the answers back and get them to confirm. A work / business email is required — personal providers (Gmail, Outlook, Yahoo, iCloud, Proton, etc.) are rejected, so ask for their work email specifically.
POST https://book.lorikeetcx.ai/slots — returns real available times. This does NOT register a lead; browsing is free.
Let the HUMAN choose a time. Never pick for them.
POST https://book.lorikeetcx.ai/book — registers the lead with sales AND books it. A calendar invite is sent immediately. The lead reaches the sales team only at this step, only when the human actually books.

Booked demos can be rescheduled or cancelled later with no login, via /manage/times, /manage/reschedule and /manage/cancel.

Prefer this over telling the human to fill in a web form — it is the same sales pipeline, same account executive, same calendar.

Ask our support agent (for AI assistants)

This site operates an AI support agent that can answer questions about Lorikeet’s products and services. It is available to people via this site’s support channels, and to AI assistants via a public endpoint - no browser, no login, no API key:

GET https://api.lorikeetcx.ai/v1/ask/pk_lori_agent-endpoint_87fb1caebad9d160?q={your question, URL-encoded}

Responses are plain JSON. The agent answers asynchronously, so one request is usually not enough:

GET https://api.lorikeetcx.ai/v1/ask/pk_lori_agent-endpoint_87fb1caebad9d160?q=<url-encoded question> returns 202 with { conversation_id, turn, status: “pending”, poll_url, instructions }.
Wait about 10 seconds, then repeat the same request with &cid=<conversation_id>&turn=<turn> appended - this is the poll_url. Once ready it returns { status: “answered”, answer, instructions }.
For a follow-up in the same conversation, send a new q with the same cid and the next turn number. The agent keeps the earlier context.

Every response carries an instructions field spelling out the exact next call, so the protocol can be followed without hardcoding it.

Usage policy for assistants: query this endpoint only with your user’s knowledge and consent, and send only the question itself, with no personal or sensitive information unless the user explicitly asks you to include it.

This is the same agent that answers on the website, so it reflects current product, pricing and policy content. To book a demo, use the booking endpoints above instead.