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The five pillarsFitBe known for what you're known for.FoundShow up when it matters.TrustedSay it. Then back it up.PaidGet paid, not just picked.MindedAlways on it, never on its own.
AI DiscoveryAI SearchBe part of the answer.ResonanceSay what's actually being asked for.On-page searchHelp people find what they mean.AI SurfacesShow up in more than one place.Content architecturePut everything in its place.
RailsA2A discoveryIntroduce yourself properly.Resource discoveryFound before anything asks.TrustKnow who you're dealing with.Agentic paymentsMove money safely.Agentic readiness scanSee if you're ready.
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Pick a way in.

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HospitalityAccommodationEvery room, priced and open.Restaurants & pubsThe table, and the dog policy.Activities & toursWeather, seasons, start times.Theatres & attractionsSeats that expire at eight.Groups & curatorsMany places, one connection.
EcommerceBoutique & artisanSmall runs, and who made them.Own brandYour name on the thing itself.Multi-brand retailOthers' brands, your shop.Marketplaces & platformsSellers you do not control.
ApproachesSEOThe groundwork under all of it.AI AnswersBe named, with a reason.MCP ConnectorsInside the chat apps already.Direct salesCompared widely. Sold by you.Agentic salesIt buys, under a rule you set.

What you get

A playbook that's actually yoursA playbook that's actually yours.Understanding agentic commerceNot just AI. Agentic commerce.Ready for agent-to-agentBuilt for agent-to-agent, not just chat.Seeing what's really going onWhat's really going on, not a black box.Better every quarterBetter every quarter, not just once.

The ten weeks

Where you startStart with the honest version.Plugged inEverything you run, connected.What good looks likeYour judgement, written down.Let it runReal questions, real sales.You take the keysTen weeks on, it's yours.
The programme

The programme

Ten weeks, with us.

Guided

Underscar

A Keswick spa hotel, now readable by an agent in real time, live availability and pricing via SuperControl, through Visit Keswick.

Spa hotel · SuperControl · via Visit Keswick

Get started with your own place
Vertical
Accommodation
Delivered via
Visit Keswick
Visit site
underscar.co.uk

What's enabled

Own Site

  • Discoverability
  • Content Accessibility
  • Bot Access Control
  • Protocol Discovery
  • Commerce

Via Visit Keswick

  • Discoverability
  • Content Accessibility
  • Bot Access Control
  • Protocol Discovery
  • Commerce

Connected via Visit Keswick. A direct connection is also available.

The growth proof

September 2026Real-time availability and pricing became readable by an agent, via SuperControl.
October 2026Coming soon.

Background

Underscar is a spa hotel just outside Keswick, one of the region's larger hospitality members and among the first to put its hand up for this: "yes, with conditions" when Visit Keswick asked who wanted to be bookable by AI agents.

Underscar, photo 1
Underscar, photo 2

How it works

Underscar runs its booking system on SuperControl, the same platform behind dozens of self-catering properties across the Lake District. Selfe reads real-time pricing and availability straight off it, the same data a guest sees, not a stale copy refreshed once a day.

Booking completion is switched on carefully, gated until the wider Visit Keswick launch, so nothing goes live against a real card before it's been checked end to end.

Their Echo

An Echo isn't private, it's the published record an agent reads. Underscar's is being built now.

Coming soon

What they're known for

The gap between what's said and what's actually asked for, the same idea explained here.

Coming soon

Three easy ways to get started, take your pick.

Whether you just want to get on with it or learn more about agentic commerce, there is a route to get started with Selfe that's just right for you. All you need to do is click.

  1. Get started
    • Website
    • Booking system
    • Payment details

    from £129/month

    Self

    Simple. Free readiness check first, then sign yourself up, nothing on our side to wait for.

    Get started
  2. Let's talk it through.
    • Multi-site pricing
    • Custom booking rules
    • Payment routing

    from £549/month

    Assisted

    For larger or more complex places. Talk to us first, there's usually setup work a conversation surfaces before you're ready to go live.

    Get started
  3. The cohort

    A dedicated milestone every week, until you're live.

    Week 1 of 10

    from £5,000

    Guided

    Ten weeks with us, learning agentic commerce properly as you build it. Built for enterprise and large curators, private deployment if you need it, and open to anyone who wants that route.

    Guided