Kia Belgium is the first car brand in Europe whose test drive and quote forms can be completed by an AI assistant. Together with Exatom, the team has started a WebMCP pilot on four forms: test drive and request a quote, each in Dutch and French.
We do not expect a flood of agent bookings next month. Adoption takes time, and the forms that are ready when it comes will have a head start. That is why Kia Belgium is going first.
What is WebMCP?
WebMCP is a new web standard that lets an assistant like ChatGPT talk to a website’s form directly.
Without it, an assistant has to work through a form field by field, guessing what each one means. It gets stuck on required fields and validation, or hands the form back to the visitor halfway. With WebMCP, the site tells the assistant which fields exist and what belongs in them.
WebMCP is not the same as a regular MCP. A regular MCP connects an assistant to a service without a visit to the website. WebMCP works on the forms that are already on your site, and that is what this pilot is about.
What changes for a prospect
A prospect asks their assistant to book a test drive with Kia. The assistant reads the form’s fields and rules, fills in what it already knows and only asks for what is missing.
- One sentence to start. The prospect says what they want, and the assistant takes it from there.
- No guessing. The form tells the assistant what is required.
- Only the missing details. The prospect is asked for what the assistant does not know yet.
- No handing back. The form does not bounce back to the prospect halfway.
What changes for Kia Belgium
The pilot runs through the Exatom tag Kia Belgium already has, so nothing had to be rebuilt.
Every request still runs through that tag. The team sees which requests came in through an assistant and where an assistant got stuck.
What we honestly expect
At our webinar on AI agents, Stephan van den Bremer told the room that nobody would see a clear return on this next month. Kia Belgium started anyway.
That still stands. This is a pilot that has only just begun, so there are no results to share. Adoption will take time, and the big jump comes when more browsers and assistants support the standard.
When that moment comes, Kia Belgium is already prepared. Its forms are ready, the team knows how assistants behave on them and it has the data to keep improving. Most brands will only start then.
Respect to the Kia Belgium team for choosing to learn early, on real forms, with real prospects.
Stephan van den Bremer
Co-founder and CEO, Exatom
Are your forms ready for assistants?
You do not need to be a car brand to ask the question. Any form that matters to your business, from a quote request to a checkout, will meet an assistant sooner or later.
Watch the webinar recording to see what happens when ChatGPT meets a test drive form, without and with WebMCP. Book 30 minutes with Stephan to look at your own forms together and see what WebMCP would take on your site, or get early access to WebMCP for your own forms.
Frequently asked questions
What is WebMCP?
WebMCP is a new web standard that lets an AI assistant talk to a website's form directly. The site tells the assistant which fields exist and what belongs in them, so the assistant no longer has to click through the page and guess.
Which Kia Belgium forms are part of the pilot?
Four forms to start: test drive and request a quote, each in Dutch and French.
Did Kia Belgium have to rebuild its forms?
No. The pilot runs through the Exatom tag Kia Belgium already has on its site.
Will assistants fill in most forms soon?
We do not expect that in the short term. Adoption takes time, and the big jump comes when more browsers and assistants support the standard. The forms that are ready by then have a head start.
