"Agentic" is the most abused word in the category, so here are the terms with their meanings attached: what the words actually promise, how to tell the real thing from the relabeled one, written by a team building the real thing.
An agentic experience layer is the software layer between your traffic and your website that AI agents can operate directly. It scores each visitor's in-session behavior, decides which experience the page renders, and exposes every operation — segments, variants, placements, measurement — as tools an agent can call. AXO is an agentic experience layer for website personalization.
Read the full definition →Agentic personalization is website personalization operated by AI agents instead of clicked together by hand. An agent builds segments, drafts variants, wires placements, and reads lift through tool calls, while a deterministic runtime decides what each visitor sees in-session. The agent operates the system; it does not improvise in the live decision path.
Read the full definition →Agentic software is software built to be operated by AI agents: its real operations are exposed as callable tools — via protocols like MCP — that an agent can invoke, compose, and verify. Agentic software is not the same thing as an AI agent. The agent is the driver; agentic software is the machine it drives.
Read the full definition →Agent tooling is the set of callable tools a software product exposes so AI agents can operate it: the functions, schemas, and permissions that turn a product into something an agent can drive. For marketing teams, agent tooling determines whether a platform can be run by Claude or ChatGPT — or only by hand, in the vendor's UI.
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