“Waterproof to 50 metres” buried in a paragraph is a vibe to an agent. The exact same claim in a structured field is a fact it can match, verify, and act on. Moving your selling points out of prose and into machine-checkable fields is one of the highest-leverage moves in agentic commercebecause a claim a machine cannot check is a claim it cannot use.
- A selling claim buried in a sentence is a vibe an agent cannot verify; the same claim in a field is a fact it can match and act on.
- Agents match shopper requests against structured attributes, “waterproof to 50m” in a field gets shortlisted; in prose it gets shrugged at.
- You do not have to strip claims from your copy. Keep them for humans, and also encode them as machine-checkable fields.
- Make only exact, verifiable claims: a field reads as a fact, so an inflated one is now machine-checkable against reality too.
Marketing copy is built to persuade a reader. It is full of claims, waterproof, hypoallergenic, made in Italy, fits a 14-inch laptop, woven into sentences for flow. A human reads the sentence and believes it. An agent reads the sentence and cannot reliably tell which words are a verifiable spec and which are atmosphere. So it discounts the lot. Your best selling points become unusable precisely because they are dressed as prose.
What machine-checkable means
When a claim sits in a structured field, a spec, a metafield, a labelled attribute, the agent reads it as a discrete, typed fact: this product, this property, this value. It can match it against what the shopper asked for (“something waterproof for the beach”) and put you forward with confidence. The same words, locked in a sentence, force a guess the agent would rather not make. This is metafields applied to your selling points.
Moving claims into fields
Go through your product copy and find every concrete, checkable claim. For each, ask: is this also stated in a structured field a machine can read? Waterproof rating, dimensions, materials, compatibility, certifications, country of origin. Each belongs in a field, not just a sentence. Keep the persuasive sentence for the human; add the structured fact for the machine. It pairs with the wider discipline of writing descriptions a machine can use.
| Your selling point | As prose (a vibe) | As a field (a fact) |
|---|---|---|
| Waterproof rating | “Built to survive the elements” | water_resistance: 50m |
| Material | “Made from premium organic cotton” | material: organic cotton |
| Dispatch speed | “Ships fast!” | dispatch_time: 24h |
| Compatibility | “Works with most models” | compatible_with: iPhone 14 to 16 |
| Diet / ethics | “Cruelty-free and vegan” | vegan: true |
Exact claims only
A structured claim is more checkable, which cuts both ways, an inflated spec in a field is a mismatch a machine catches fast. Put true claims in fields, and you turn your selling points into facts an agent can confidently act on, the core of being agent-ready.
A scan is a snapshot. Legibility drifts
A claim encoded as a field is never a one-time fix. A theme update overwrites a setting, an app rewrites a field, a bulk edit blanks a column, and the machine-readable layer regresses silently while your store still looks perfect to you. Your catalog changes daily, so readiness is a moving target, not a pass you earn once. That is why serious stores measure, fix, and re-measure, and why we re-scan our own store on a schedule, in public.
Questions people actually ask
What does 'claims in fields, not prose' mean?
It means stating your verifiable selling points, like a waterproof rating or dimensions, in structured data fields rather than only inside sentences. An agent reads a field as a discrete, checkable fact, while the same claim in prose is hard for it to distinguish from atmosphere.
Why can an agent not just read my product description?
It can read it, but it cannot reliably tell which words are a verifiable spec and which are marketing flourish, so it tends to discount claims locked in prose. The same claim placed in a structured field becomes a typed fact it can match and act on.
Do I have to remove claims from my copy?
No. Keep the persuasive sentence for human readers and additionally state the concrete, checkable version in a structured field. You are not replacing your copy, you are giving a machine the verifiable version of the same true claim.
See what a machine sees
You cannot tell from your browser whether AI can read your store. You can find out in a few minutes. Run a free scan and see the exact layer the machine reads, and where you are losing the shortlist.
Sources: Adobe Analytics (2026) on AI traffic conversion; OpenAI (early 2026) on weekly ChatGPT usage; Salesforce (2025) on AI-influenced holiday sales. Figures are third-party and current as of mid-2026; we publish our own benchmark data as our scan volume grows.
Your buyers are already asking AI. This is how you make your website readable to the assistants they ask.
Everything in this article is measurable on a live storefront. The Full Assessment and Roadmap reads your website the way AI crawlers receive it and hands you every fix in plain English, in the order we would make them.