The web wasn't
built for AI
Every day, billions of AI agent requests hit websites designed exclusively for human eyeballs. The result? Wasted tokens, hallucinated facts, and an invisible tax on the entire AI ecosystem.
Optimized for humans.
Hostile to machines.
Modern web applications ship hundreds of kilobytes to megabytes of HTML, CSS, and JavaScript per page. Within that payload, only a few kilobytes of actual business-critical text — prices, descriptions, documentation, policies — matter for AI consumption.
When AI crawlers ingest these pages, their token budgets are burned on layout divs, Tailwind utility classes, tracking scripts, and animation wrappers. The semantic signal drowns in visual noise.
of typical page bytes are invisible to AI understanding
payload reduction possible with clean Markdown extraction
increase in AI agent traffic to content sites in the past year
most sites invest in AI-readability optimization today
Ontology: the study of being,
abstracted from appearance
Onto borrows its name from philosophy. Just as ontology studies the nature of existence independent of how things look, Onto separates what your website is from how it appears. The same content, faithfully served in two formats: rich HTML for human browsers, clean Markdown for AI agents.
“We don't create a shadow web for bots. We faithfully represent the same underlying content in multiple formats — HTML for humans, Markdown for agents — rather than cloaking or injecting deceptive content.”
What happens without AI optimization
Hallucinated Facts
AI models fill in gaps with plausible-sounding fiction. Wrong prices, outdated features, fabricated policies — all attributed to your brand.
Invisible to AI Search
AI-powered search engines and shopping assistants can't extract your value proposition from React noise. Your competitors with cleaner markup win the citation.
Token Cost Explosion
Every API call that includes your page burns 10-100x more tokens than necessary. Your customers pay more for worse AI integrations of your content.
We're not alone in seeing this
“Serving Markdown instead of HTML to AI agents reduces payload sizes by ~99%. Complex React pages drop from hundreds of KBs to a few KBs of pure Markdown.”
“Our 'Markdown for Agents' feature converts HTML to Markdown at the edge when requests carry Accept: text/markdown, positioning AI crawlers as first-class citizens.”
“Token noise — the ratio of irrelevant boilerplate to semantic text — directly degrades a model's ability to extract accurate facts. The 'Lost in the Middle' problem.”
The dual-representation web is coming
Large infrastructure providers expect a web where the same URL yields multiple formats, chosen via the Accept header and bot detection. Early adopters gain better AI-driven discovery, richer citations, and more accurate summaries.
Laggards risk being misrepresented — or worse, omitted entirely — in AI interfaces that are rapidly becoming the new search front-ends.
Don't wait for the shift
See how your site looks to AI agents right now. It takes 10 seconds.