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The five pillarsFitBe known for what you actually do.FoundShow up when it matters.TrustedSay it. Then back it up.PaidGet paid, not just picked.MindedSomeone on your side, around the clock.
AI DiscoveryAI SearchBe part of the answer.ResonanceWhat you say. What's asked for. What's said about you.On-page searchHelp people find what they mean.AI SurfacesShow up in more than one place.Content architecturePut everything in its place.
RailsA2A discoveryIntroduce your business to an agent.Resource discoveryFound before anything asks.TrustKnow who you're dealing with.Agentic paymentsMove money safely.The buyability checkThe buyability check.

Check your buyability

See whether agents can find, choose and buy from you.

Check your buyability →
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.

The Buyability Bootcamp

Eight hands-on weeks. We do the work, then you run it.

Explore Selfe-Made →
Agentic commerceHow AI agents discover, compare and buy.Known and matchedWhat it takes for an AI to know a business, not just find it.Agent-ready transactionsThe journey from recommendation to a completed booking or order.Buyability and readinessA practical route from an agent-readiness finding to the next useful fix.
Trust and commerce dataThe information an agent can rely on when a recommendation becomes a commercial decision.Market surfaces and standardsHow businesses stay discoverable and actionable as agent-led commerce moves across new surfaces.Protocols and agent checkoutThe real plumbing under agentic commerce: protocols, credentials and payment.Ecommerce and product discoveryWhat makes a product buyable by AI, not just listed.
Hospitality and bookingsWhat makes a stay or a table bookable by AI.Future trendsWhat's settled about where agentic commerce is heading, and what's still genuinely open.Myth vs factClaims about AI and bookings, checked against what's true.GlossaryClear, plain-English explanations of every term and protocol that comes up across this site.

Check your buyability

See whether agents can find, choose and buy from you.

Check your buyability →

Get on more itineraries.

The show must go on sale.

An agent gets this week's programme, age guidance and the seats that are genuinely left, rather than a season that ended months ago.

Selfe reads the live programme and box office, then lets an agent book on terms you set.

See whether AI can buy from youThree ways to get started

Right until the day it is wrong.

An assistant asks what is on Friday, whether it suits a nine year old and whether three seats are together.

A programme page can be accurate the day it goes up. Then the run changes, a matinee is added and the seats worth having go.

If the answer is stale, you are missed or misquoted. Misquoted is worse. Someone arrives expecting a different evening.

Every performance, sold as its own night out.

A run is not one product, and the Thursday matinee has to be able to win on its own merits.

One entry per date and time.

Each performance held on its own, with its own cast, price and guidance.

Seats that are still there.

How many are left, whereabouts in the house they sit, and whether three of them are together.

Part of the whole day.

Where the curtain falls against dinner, the last train home, and what else is on that night.

The questions that decide it.

Running time, whether there is an interval, step-free routes, and where the hearing loop reaches.

Runs that end when they end.

It stops offering a run the day it closes and starts the next one the day it opens.

Choose what suits you

Start as you're meant to go on.

Check your buyabilityJoin the Bootcamp

How old the answer is, and what that costs

Yesterday's programme against today's live seats, guidance and times. When a run changes, the answer changes too.

Bought by people who were not looking for a show.

People planning a break are sorting dinner, a wet afternoon and the evening before the train home, not searching for a show.

With live dates, guidance and seats, an agent can add Thursday tickets while that plan is still open.

You compete with an empty evening, not the theatre down the road. The sale comes through at your price, and the guest is yours to invite back.

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 buyability 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 bootcamp

    Buyable in four weeks. Dialled in over eight.

    WK 1 · Fit

    from £5,000

    Selfe-Made

    Twelve weeks with us, and we do the work while you learn to run it. Ten places a cohort, built for enterprise and large curators, private deployment if you need it, and open to anyone who wants that route.

    Selfe-Made

Can it sell a particular seat, or only say we exist?

A particular seat, on a particular night, at the price your box office is holding it at. Selfe checks availability when asked, so a seat sold at eight is not still offered at five past.

Ask us directly