{ "format": "hyperize/v1", "@id": "https://www.hyperize.ai/en/dax40-index/brands/adidas.json", "type": "BrandScore", "pageType": "BrandScore", "releaseState": "pilot_probe", "releaseLabel": "Pilot Probe", "title": "adidas — Pilot Probe (Single-Task Observation, Wave Q2 2026)", "pilotProbe": { "status": "pilot_probe", "rationale": "Single-task observation under a narrower provider track than a full BrandScore. The Agent Success Score is computed but should be read as an early signal, not a fully-qualified score.", "promotionCriteria": "Confidence promotes to B (and releaseState to brand_score) when the next wave adds a second task and the fourth provider on the Discoverability track.", "nextWave": "WAVE-Q3-2026" }, "hook": { "en": "Ask an agent to add an Ultraboost 5 to a cart on adidas.de, and the answer is an Akamai 403 page in German: 'Leider können wir im Moment keinen Zugriff auf unsere Seite geben.' The block sits at homepage entry, before search, before any product detail, before any cart interaction. Every agent class we ran is turned away at the door. This is sub-pilot data — a documented hard-block finding, not a measurement of a working surface.", "de": "Bittet man einen Agenten, einen Ultraboost 5 auf adidas.de in den Warenkorb zu legen, ist die Antwort eine Akamai-403-Seite: 'Leider können wir im Moment keinen Zugriff auf unsere Seite geben.' Die Sperre sitzt am Startseiten-Einstieg, vor der Suche, vor jedem Produktdetail, vor jeder Warenkorb-Interaktion. Jede gemessene Agentenklasse wird an der Tür abgewiesen. Das sind Sub-Pilot-Daten — ein dokumentierter Hard-Block-Befund, keine Messung einer funktionierenden Surface." }, "summary": { "en": "Akamai 403 at homepage entry across every measured agent class; no product, cart, or checkout surface becomes reachable.", "de": "Akamai 403 am Startseiten-Einstieg über jede gemessene Agentenklasse; keine Produkt-, Warenkorb- oder Checkout-Surface wird erreichbar." }, "brandName": "adidas", "legalEntity": "adidas AG", "daxTicker": "ADS", "sector": "consumer_retail", "sectorLabel": "Consumer & Retail", "inLanguage": "en", "datePublished": "2026-05-18", "dateModified": "2026-05-23", "nextReview": "2026-09-30", "confidence": "D", "evidenceTier": "proprietary", "wave": "WAVE-Q2-2026-W3-SLOW", "url": "https://www.hyperize.ai/en/dax40-index/brands/adidas", "alternateLanguage": { "de": "https://www.hyperize.ai/de/dax40-index/brands/adidas" }, "isPartOf": { "@id": "https://www.hyperize.ai/en/dax40-index", "name": "DAX 40 Agent Success Index" }, "lanes": [ { "id": "commerce", "name": "Commerce", "measured": true }, { "id": "talent", "name": "Talent", "measured": false }, { "id": "aftersales", "name": "After-sales", "measured": false }, { "id": "procurement", "name": "Procurement", "measured": false }, { "id": "investor_relations", "name": "Investor Relations", "measured": false }, { "id": "press", "name": "Press", "measured": false } ], "commercialLane": { "visibility": { "question": "Will an agent find and recommend the brand?", "score": 35, "dimension": "Discoverability (D)", "methodVersion": "gate1/v1.1", "sampleSize": 18, "providers": [ "openai", "perplexity", "anthropic" ], "provenance": "measured" }, "usability": { "question": "Once an agent arrives — how far does it get toward the deal?", "score": 28, "scoreNote": "Derived from the access profile below + close state (usability-derivation/v1). NOT a hand-averaged number — a reproducible summary of observed agent behaviour.", "accessProfile": [ { "agentClass": "text", "outcome": "blocked" }, { "agentClass": "search", "outcome": "pending" }, { "agentClass": "code", "outcome": "blocked" }, { "agentClass": "browser", "outcome": "blocked" }, { "agentClass": "full_automation", "outcome": "blocked" } ], "blockedClasses": [ "text", "code", "browser", "full_automation" ], "passClasses": [], "closeState": "cart_ready", "closeStateNote": "Reaches a working cart with no login gate — the transaction path is real, not just order-ready. Final payment is a separate step.", "methodVersion": "fleet/measured", "provenance": "measured" }, "evidence": { "score": 70, "basis": "estimate — cross-method ground-truth consistency, not a separate measured run", "note": "A confidence layer on the two axes above, not a third sales axis." } }, "score": { "compositeForIndexRanking": { "value": 33.6, "scale100": 33.6, "scale10": 3.4, "status": "computed", "formula": "Agent Success Score = (AI Visibility × 0.20) + (AI Usability × 0.70) + (Evidence × 0.10)", "methodVersion": "ars-methodology/v1.1", "usabilityDerivation": "usability-derivation/v1", "role": "index-ranking", "note": "Weighted composite, used for ranking the index. Read the two commercialLane axes (visibility + usability) for the standalone verdict — this single number blends them and is not the headline." }, "dimensions": { "aiVisibility": { "name": "AI Visibility (Discoverability)", "weight": 0.2, "value": 35, "methodVersion": "gate1/v1.1", "sampleSize": 18, "providers": [ "openai", "perplexity", "anthropic" ], "queryVariants": 3, "runsPerVariant": 2, "taskCount": 1 }, "aiUsability": { "name": "AI Usability (reach + completion)", "weight": 0.7, "value": 28, "derivation": "usability-derivation/v1", "basis": "derived from the access profile (per-class outcomes) + close state" }, "evidence": { "name": "Evidence", "weight": 0.1, "value": 70, "methodVersion": "estimate/v1" } } }, "thirdPartyInterception": { "classification": "none", "classificationLabel": "None", "directShare": 0.28, "intermediaryShare": 0, "intermediaryCaptureExamples": [], "narrative": { "en": "Across the 18 Gate-1 responses, no displacing intermediary captured the running-shoe question: brand-direct surfaces (Nike, ASICS, Brooks) get named as alternatives, but those are competitors, not intermediary capture. adidas.de appeared in 5 of 18 (28%). The story is brand absence on the unbranded category probe, not portal displacement — at the surface itself the Akamai 403 prevents any agent from completing the path even when the brand IS named.", "de": "Über die 18 Gate-1-Antworten fing kein verdrängender Intermediär die Laufschuh-Frage ab: marken-eigene Surfaces (Nike, ASICS, Brooks) werden als Alternativen genannt, das sind aber Wettbewerber, keine Intermediär-Erfassung. adidas.de tauchte in 5 von 18 (28%) auf. Die Story ist Markenabwesenheit auf der unbranded-Kategorie-Probe, kein Portal-Displacement — auf der Surface selbst verhindert der Akamai-403, dass irgendein Agent den Pfad abschließt, auch wenn die Marke genannt wird." } }, "bottleneck": { "type": "usability", "classification": { "en": "Usability", "de": "Usability" }, "classificationNote": { "en": "Found, but the surface stalls the agent.", "de": "Gefunden, aber die Surface stoppt den Agenten." }, "sentence": { "en": "Akamai 403 at homepage entry across every measured agent class; no product, cart, or checkout surface becomes reachable.", "de": "Akamai 403 am Startseiten-Einstieg über jede gemessene Agentenklasse; keine Produkt-, Warenkorb- oder Checkout-Surface wird erreichbar." }, "executiveSummary": { "en": "Documented hard-block finding. The reference run, plain HTTP, the coding agent, every standard browser run, and the autonomous agent all hit the Akamai 403 page at homepage entry before any product, cart, or checkout interaction. No ground-truth price, no size confirmation, no add-to-cart, no checkout form ever became reachable. Per the Five-Agents-Five-Answers doctrine (G6), zero of five agent classes reached the close state. Adidas ships with full two-axis dimensions for the record (AI Visibility 35.0, AI Usability low) under confidence D — the Pilot probe chip and noindex flag this as a measured-but-below-threshold finding rather than a normal scored brand.", "de": "Dokumentierter Hard-Block-Befund. Der Referenz-Lauf, ein einfacher HTTP-Abruf, der Coding-Agent, jeder Standard-Browser-Lauf und der autonome Agent treffen alle die Akamai-403-Seite am Startseiten-Einstieg, vor jeder Produkt-, Warenkorb- oder Checkout-Interaktion. Kein Ground-Truth-Preis, keine Größen-Bestätigung, kein Warenkorb-Hinzufügen, kein Checkout-Formular wurde je erreichbar. Per Five-Agents-Five-Answers-Doktrin (G6) erreichte null von fünf Agentenklassen den Close-State. Adidas wird mit vollständigen Zwei-Achsen-Dimensionen für den Datenstand veröffentlicht (AI Visibility 35.0, AI Usability niedrig) unter Confidence D — das Pilot-probe-Chip und noindex markieren das als gemessenen-aber-unter-Schwelle-Befund, kein normales gescortes Brand." } }, "testNarrative": { "verdict": { "en": "Documented hard-block. Sub-pilot finding, measured below the G6 threshold.", "de": "Dokumentierter Hard-Block. Sub-Pilot-Befund, unter der G6-Schwelle gemessen." }, "narrative": { "en": "We asked five kinds of AI agent to add an Ultraboost 5 (men's, size 43) to a cart on adidas.de. Every single one hit the Akamai 403 page at homepage entry: 'Leider können wir im Moment keinen Zugriff auf unsere Seite geben.' Reference URL: error 0.cad5ce17.1775309423.3d04a9b. The block was stable across all three standard browser runs; the autonomous agent observed the same blocked product page on the start URL. No product detail, cart, login prompt, or checkout form became reachable. The Five-Agents-Five-Answers passing count is 0/5; per G6 this is a sub-pilot finding.", "de": "Wir haben fünf Typen von KI-Agenten geschickt, um einen Ultraboost 5 (Herren, Größe 43) auf adidas.de in den Warenkorb zu legen. Jeder traf die Akamai-403-Seite am Startseiten-Einstieg: 'Leider können wir im Moment keinen Zugriff auf unsere Seite geben.' Referenz-URL: error 0.cad5ce17.1775309423.3d04a9b. Die Sperre war stabil über alle drei Standard-Browser-Läufe; der autonome Agent beobachtete dieselbe blockierte Produktseite auf der Start-URL. Kein Produktdetail, Warenkorb, Login-Hinweis oder Checkout-Formular wurde erreichbar. Die Five-Agents-Five-Answers-Erfolgszahl ist 0/5; per G6 ist das ein Sub-Pilot-Befund." }, "scopeShift": null, "agentMatrix": [ { "type": "text", "status": "blocked", "note": "HTTP 403 anti-bot page at homepage entry; no product or cart data reachable" }, { "type": "search", "status": "pending", "note": "LLM search runs pending Cody Gate-1 batch" }, { "type": "code", "status": "blocked", "note": "Same Akamai 403 block; failure is hard-block, not product unavailability" }, { "type": "browser", "status": "blocked", "note": "0/3 standard browser runs; the block was stable before search/product/cart across all attempts" }, { "type": "full_automation", "status": "blocked", "note": "Start URL blocked immediately by Akamai WAF; final URL stayed on the blocked product page" } ] }, "fairnessDeclaration": { "reviewPassed": false, "note": "Wave 3 Slow Lane (a fleet wave Consumer Retail, sub-pilot). Single measured task (Ultraboost 5 add-to-cart, cart_ready close state). Hard Akamai 403 block at homepage entry across every agent class measured; 0/5 reach close state, sub-pilot per G6. AI Visibility 35.0 (18/18 valid datapoints across 3 providers); AI Usability is low (derived from the per-class access profile — every agent class is blocked at the entry gate, so the score reflects depth-of-block, not cart depth). Channel split grounded via channel-derive.py (0/18 displacing intermediary; brand competitors Nike/ASICS/Brooks excluded per Resolver as competitors not capture). The page carries the Pilot probe chip and noindex via confidence=D — measured, but below the G6 threshold for a normal scored brand.", "methodologyUrl": "https://www.hyperize.ai/en/methodology/task-selection", "sectorGridRef": null }, "activeTasks": [ { "title": { "en": "adidas Ultraboost 5 (cart) — sub-pilot probe", "de": "adidas Ultraboost 5 (Warenkorb) — Sub-Pilot-Probe" }, "closeState": "cart_ready", "intermediaryMode": "none", "businessRelevance": null, "difficultyBand": null, "engpass": { "en": "Stable homepage-level Akamai 403 across all measured agent classes; failure is hard-block, not product unavailability. No product, cart, or checkout interaction reachable. Sub-pilot per G6 (0/5).", "de": "Stabiler Akamai-403 auf Startseiten-Ebene über alle gemessenen Agentenklassen; das Scheitern ist Hard-Block, keine Produkt-Nichtverfügbarkeit. Keine Produkt-, Warenkorb- oder Checkout-Interaktion erreichbar. Sub-Pilot per G6 (0/5)." } } ], "scoreHistory": [ { "date": "2026-05-23", "quarter": "Q2 2026", "waveId": "WAVE-Q2-2026-W3-SLOW", "protocolVersion": "ars-methodology/v1.1", "summary": "First v3 measurement. Documented hard-block finding: stable Akamai 403 at homepage entry across every agent class (text, coding, all three standard browser runs, autonomous). No product, cart, or checkout interaction reachable. Five-Agents-Five-Answers passing 0/5, sub-pilot per G6. AI Visibility 35.0 (18/18 valid datapoints, 3 providers, DE). Shipped with confidence D (Pilot probe chip + noindex) — measured below the G6 threshold." } ], "methodology": { "formula": "Agent Success Score = (AI Visibility × 0.20) + (AI Usability × 0.70) + (Evidence × 0.10)", "usabilityDerivation": "usability-derivation/v1", "protocolVersion": "ars-methodology/v1.1", "taskSelection": "https://www.hyperize.ai/en/methodology/task-selection", "agentSurface": "https://www.hyperize.ai/en/methodology", "dimensions": { "aiVisibility": "AI Visibility (Discoverability) — audit-pipeline-derived. 3–4 providers × 3 query variants × 2 runs.", "aiUsability": "AI Usability — derived from the per-class access profile (which agent classes reach the close state) modulated by close-state depth. The profile is the truth; the score is a reproducible summary, not a hand-rating.", "evidence": "Evidence — cross-method ground-truth consistency. A confidence layer, not a sales axis." } }, "consequenceClose": { "archetype": "actionability", "archetypeLabel": { "en": "actionability", "de": "Actionability" }, "source": "brand", "diagnosis": { "en": "Adidas is not failing on product or surface design here; it is unreachable to every agent class we measured. The Akamai-shaped 403 at homepage entry is the deal-breaker. This is a documented hard-block, the sub-pilot finding most operators would prefer to know early. Until that entry-gate distinguishes humans from agents in a configurable way, no product, cart, or checkout measurement is possible on this surface.", "de": "Adidas scheitert hier nicht an Produkt oder Surface-Design; es ist für jede gemessene Agentenklasse unerreichbar. Die Akamai-geformte 403 am Startseiten-Einstieg ist der Deal-Breaker. Das ist ein dokumentierter Hard-Block, der Sub-Pilot-Befund, den die meisten Operatoren früh wissen wollen. Bis das Einstiegs-Gate Menschen von Agenten in konfigurierbarer Weise unterscheidet, ist auf dieser Surface keine Produkt-, Warenkorb- oder Checkout-Messung möglich." }, "evidence": { "en": "Akamai 403 at homepage entry across every measured agent class; no product, cart, or checkout surface becomes reachable.", "de": "Akamai 403 am Startseiten-Einstieg über jede gemessene Agentenklasse; keine Produkt-, Warenkorb- oder Checkout-Surface wird erreichbar." }, "question": { "en": "The question this raises: where would deeper Action-pathway measurement — handoff stability, deep-link routing, structured booking endpoints — sharpen the read?", "de": "Die Frage daraus: Wo würde tiefere Action-Pfad-Messung — Handoff-Stabilität, Deep-Link-Routing, strukturierte Booking-Endpunkte — die Lesart schärfen?" }, "confidenceHedge": { "en": "Based on the current pilot slate, this read is directional.", "de": "Basierend auf dem aktuellen Pilot-Slate ist diese Lesart direktional." }, "closes": { "en": "Agent-class entry policy, not surface polish. A WAF rule that admits identified, declared agents to the same surface humans use, an agent-readable catalog and add-to-cart contract, and citeable evidence that the surface accepts agent traffic so an answer engine learns it can recommend adidas at all. None of that is possible while the homepage returns 403 to every agent class.", "de": "Eintrittspolitik für Agentenklassen, kein Surface-Politur. Eine WAF-Regel, die identifizierte, deklarierte Agenten auf dieselbe Surface lässt, die Menschen nutzen, ein agentenlesbarer Katalog- und Warenkorb-Vertrag, und zitierbare Evidenz, dass die Surface Agenten-Traffic akzeptiert, damit eine Antwortmaschine lernt, dass sie adidas überhaupt empfehlen kann. Nichts davon ist möglich, solange die Startseite jeder Agentenklasse 403 zurückgibt." }, "proof": { "en": "The proof is not a different shoe. It is the same Ultraboost 5 add-to-cart task running clean from at least three of five agent classes on the next wave, re-measured.", "de": "Der Beweis ist nicht ein anderer Schuh. Es ist dieselbe Ultraboost-5-Warenkorb-Aufgabe, sauber laufend für mindestens drei von fünf Agentenklassen in der nächsten Wave, neu gemessen." }, "ctas": [ { "weight": "primary", "eyebrow": "Audit · €1,900", "title": { "en": "Commission an audit.", "de": "Audit beauftragen." }, "body": { "en": "Where the BrandScore opens the question, an audit closes it. An interpretive engagement on your full surface, scored under the same methodology.", "de": "Wo die BrandScore die Frage öffnet, schließt sie ein Audit. Ein interpretatives Engagement auf der vollen Surface, gemessen unter derselben Methodologie." }, "cta": { "en": "Get the audit", "de": "Audit anfragen" }, "href": "mailto:hello@hyperize.ai?subject=Audit%20%C2%B7%20adidas" }, { "weight": "secondary", "eyebrow": "Founding · €4,500", "title": { "en": "Found with us.", "de": "Founding Program." }, "body": { "en": "Strategic partnership for brands building agent success as a long-term capability, not a one-off engagement.", "de": "Strategische Partnerschaft für Marken, die Agent-Success als langfristige Capability aufbauen — nicht als Einmal-Engagement." }, "cta": { "en": "Apply", "de": "Bewerben" }, "href": "mailto:hello@hyperize.ai?subject=Founding%20Program%20%C2%B7%20adidas" }, { "weight": "secondary", "eyebrow": "Snapshot", "title": { "en": "Audit an adjacent property.", "de": "Eine angrenzende Property messen." }, "body": { "en": "The BrandScore covers the primary domain. Get the same methodology applied to an adjacent property: a country site, a sub-brand, a category beyond the DAX-40 slate.", "de": "Die BrandScore deckt die primäre Domain ab. Die gleiche Methodologie für eine angrenzende Property: eine Länderseite, eine Sub-Brand, eine Kategorie außerhalb des DAX-40-Slates." }, "cta": { "en": "Get a Snapshot", "de": "Snapshot anfragen" }, "href": "mailto:hello@hyperize.ai?subject=Snapshot%20%C2%B7%20adjacent%20property%20for%20adidas" } ] }, "sources": [ { "id": "S1", "label": "Gate-1 audit run · Adidas Wave Q2 2026", "accessedAt": "2026-05-23", "supports": [ "AI Visibility score 35.0 (18/18 valid datapoints across 3 providers)" ], "url": null, "kind": "internal", "internalLabel": "Internal · Hyperize audit pipeline" }, { "id": "S2", "label": "Hyperize fleet · a fleet wave Consumer Retail (access profile)", "accessedAt": "2026-05-23", "supports": [ "documented Akamai 403 hard-block at homepage entry across all measured agent classes", "Five-Agents-Five-Answers passing 0/5, sub_pilot true", "reference error 0.cad5ce17.1775309423.3d04a9b" ], "url": null, "kind": "internal", "internalLabel": "Internal · Hyperize fleet (Giorgio)" }, { "id": "S3", "label": "Task Selection Doctrine", "accessedAt": "2026-05-23", "supports": [ "fairness declaration", "sub-pilot doctrine (G6)" ], "url": "https://www.hyperize.ai/en/methodology/task-selection", "kind": "public", "internalLabel": null } ], "crossLinks": { "index": "https://www.hyperize.ai/en/dax40-index", "taskSelection": "https://www.hyperize.ai/en/methodology/task-selection", "agentSurface": "https://www.hyperize.ai/en/methodology", "foundingProgram": "https://www.hyperize.ai/en/founding-program" }, "scope": { "publishes": [ "Brand identity (name, legal entity, DAX ticker, sector)", "Composite (index-ranking) + AI Visibility + AI Usability (as access profile + derived score) + Evidence, with weights", "Per-agent-class access profile (which agent classes reach the close state)", "Third-Party Interception classification, direct/intermediary share, narrative", "Hyperize-selected task titles, close state, intermediary mode, task score, bottleneck sentence", "Measurement timeline (date, wave, protocol version, summary)", "Sources with public URLs or internal-evidence pointers", "Confidence grade + Evidence tier + Next review date", "Bottleneck classification (Discovery / Interception / Usability / Multi-axis / No dominant gap)", "Bottleneck archetype + consequence-claim diagnosis + operator question", "Test narrative (verdict, narrative, agent matrix, scope shift) — scene-level prose, no prompts or formulas" ], "doesNotPublish": [ "Task identifiers (internal)", "Raw and derived measurement artifact paths (internal repos)", "Per-phase outcome tables (ceiling / http / coding / browser_standard / act)", "Individual prompts and provider-specific transcripts", "Scoring derivation steps below the dimension level", "Sector task grid file references when still draft" ] } }