From answers to action#
An AI agent does things for a person: compares quotes, books an appointment or places an order. For the agent to choose your company, it must quickly and reliably find out what you do, where, when, at what price and how to contact or book you.
1. The customer asks the AI
“Book an electrician in Luleå on Thursday.”
2. The agent searches
Searches the web and reads sites that can be read.
3. The agent compares
Service, town, price, opening hours, reviews and how to book.
4. The agent acts
Contacts, books or orders from whoever gave the clearest answer.
The standards that are emerging#
- Model Context Protocol (MCP): an open way for AI services to connect to tools and data [1].
- Agent2Agent (A2A): an open protocol for agents to be able to talk to each other [2].
- Universal Commerce Protocol (UCP): Google's standard for agents to be able to shop at a store, launched in January 2026 [3].
- Agentic Commerce Protocol (ACP): OpenAI's and Stripe's open standard for purchases directly in ChatGPT [4] [5].
This is early. Most local service companies do not need a purchase protocol of their own today, but they need to be readable for the agents when they come.
This is what we do#
- Structured data about the company, the services and the ways to make contact [6].
- An agent file (agent.json) that lists services and ways to contact you. There is no established standard for the file yet; we follow the open proposals and change the format when a standard settles.
- Contact forms that work without hassle, so that both people and agents get through.
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Next topicLocal and the map →How Google chooses the companies on the map and why nobody can buy a better place there.
Sources on this page
- Model Context Protocol modelcontextprotocol.io · Open standard
- Agent2Agent (A2A) Protocol a2a-protocol.org · Open standard
- Universal Commerce Protocol (UCP) Google for Developers · Official documentation
- Agentic Commerce Protocol (OpenAI and Stripe) agenticcommerce.dev · Open standard
- Agentic Commerce Protocol in Stripe's documentation Stripe · Official documentation
- schema.org/LocalBusiness Schema.org · Open standard