Your website actually has two versions. The first is the one we all know: the design, the images, the menus, the copy - built to capture people's attention. The second is invisible to the naked eye, and it's the one machines read. Today, it is often that second version that decides whether your brand shows up in an AI system's answer.

The reason is simple: AI doesn't "see" your site the way a person does. It doesn't admire the design, it doesn't click the menus, it doesn't scroll. It reads structure, context and meaning. If that layer doesn't exist - or is confusing - your site may be beautiful to people and completely illegible to AI.

So, what is this second version made of? Below we summarise a few essentials, without getting too technical.

• llms.txt — a curated map of the site, written for AI assistants: what the brand does, what it offers, which pages really matter - in a clean, direct format, ready to be consumed by AI models.

• Structured data (Schema.org, in JSON-LD) — an invisible, machine-readable block that states clearly: "this is a company, this is a service, this is a person, this is a frequently asked question." It's the difference between AI guessing and AI knowing. This isn't a new topic, but it has taken on fresh relevance with AI.

• ai.txt — your usage policy for AI: what you do, and don't, allow models to do with your content. It's the brand setting the rules, rather than leaving them to chance.

• FAQs written as real questions and answers — in the age of Artificial Intelligence, "Frequently Asked Questions" have once again become one of the most strategic pages on any website. For a very simple reason: people ask questions. And so does Artificial Intelligence. When someone asks ChatGPT "What are the hotel's opening hours?", "What's the difference between these services?" or "How does this product work?", the model looks for clear, direct, objective answers. That is precisely the role of a good FAQ page. We aren't just answering our customers. We're teaching Artificial Intelligence to answer correctly to questions about our company.

The next step will be serving a version of the site written in Markdown - the simple, structured language AI models read most easily. A page's HTML mixes content with design, menus, scripts and cookie banners, and AI must dig through all of it to reach what matters. A Markdown version hands it only the essentials - headings, text and links, no noise - lighter to process and easier to cite. It is, in essence, the second version of the site in its purest form. llms.txt already follows this principle; serving each page in Markdown as well is the next step.

Being AI-Ready is, above all, about taking control of this second version, so that AI talks about your brand in the brand's own words, and not from a guess. The site stays beautiful for people. It just also becomes intelligible to the machines that recommend it.