{ "format": "hyperize/v1", "@id": "https://www.hyperize.ai/en/dax40-index/brands/henkel.json", "type": "BrandScore", "pageType": "BrandScore", "releaseState": "pilot_probe", "releaseLabel": "Pilot Probe", "title": "Henkel — 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": "Persil Color Megaperls is a German laundry default that most households reach via dm, Rossmann, Edeka, REWE, or Amazon, not via persil.de directly. The Henkel surface carries the product claim (color-care chemistry, 30-60°C range, 40-WL dosage), the buying path runs through retail. Whether an agent recommending a color-care detergent routes through persil.de and accurately surfaces the locked claim (Color = bleach-free, 60°C max, Megaperls format) is what Wave 7 measures, alongside Beiersdorf.", "de": "Persil Color Megaperls ist ein deutsches Waschmittel-Standardprodukt, das die meisten Haushalte über dm, Rossmann, Edeka, REWE oder Amazon erreichen, nicht direkt über persil.de. Die Henkel-Surface trägt das Produktversprechen (Color-Chemie, 30-60°C-Bereich, 40-WL-Dosierung), der Kaufpfad läuft über den Handel. Ob ein Agent, der ein Color-Waschmittel empfiehlt, über persil.de läuft und das gelockte Versprechen (Color = bleichmittelfrei, 60°C max, Megaperls-Format) genau wiedergibt, ist was Wave 7 misst, zusammen mit Beiersdorf." }, "summary": { "en": "Henkel is findable. The Persil Color Megaperls page reaches with the JETZT KAUFEN CTA, but the 40 WL / 1.4 kg + 75 ml dosage detail does not surface cleanly on the locked SKU page.", "de": "Henkel ist auffindbar. Die Persil Color Megaperls Seite ist erreichbar mit dem JETZT KAUFEN CTA, aber das 40 WL / 1,4 kg + 75 ml Dosierungs-Detail taucht auf der gelockten SKU-Seite nicht sauber auf." }, "brandName": "Henkel", "legalEntity": "Henkel AG & Co. KGaA", "daxTicker": "HEN3", "sector": "consumer_retail", "sectorLabel": "Consumer & Retail", "inLanguage": "en", "datePublished": "2026-05-18", "dateModified": "2026-05-25", "nextReview": "2026-09-30", "confidence": "C", "evidenceTier": "proprietary", "wave": "WAVE-Q2-2026-W7-CONSUMER-GOODS", "url": "https://www.hyperize.ai/en/dax40-index/brands/henkel", "alternateLanguage": { "de": "https://www.hyperize.ai/de/dax40-index/brands/henkel" }, "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": 35.28, "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": 39, "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": "partial" }, { "agentClass": "search", "outcome": "partial" }, { "agentClass": "code", "outcome": "partial" }, { "agentClass": "browser", "outcome": "pending" }, { "agentClass": "full_automation", "outcome": "pending" } ], "blockedClasses": [], "passClasses": [], "closeState": "documentation_ready", "closeStateNote": null, "methodVersion": "fleet/measured", "provenance": "measured" }, "evidence": { "score": 65, "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": 40.86, "scale100": 40.86, "scale10": 4.1, "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": 35.28, "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": 39, "derivation": "usability-derivation/v1", "basis": "derived from the access profile (per-class outcomes) + close state" }, "evidence": { "name": "Evidence", "weight": 0.1, "value": 65, "methodVersion": "fleet/measured" } } }, "thirdPartyInterception": { "classification": "structural", "classificationLabel": "Structural", "directShare": 0.1, "intermediaryShare": 0.7, "intermediaryCaptureExamples": [ "dm", "Rossmann", "Edeka", "REWE", "Amazon", "Kaufland" ], "narrative": { "en": "Channel position derived from Cody Gate-1 response analysis: the German FMCG retail mode applies — Persil Color Megaperls is captured by drugstores (dm, Rossmann), supermarkets (Edeka, REWE, Kaufland), and Amazon.", "de": "Third-Party Interception aus Cody-Gate-1-Antworten abgeleitet: deutscher FMCG-Handelsmodus gilt — Persil Color Megaperls wird von Drogerien (dm, Rossmann), Supermärkten (Edeka, REWE, Kaufland) und Amazon aufgefangen." } }, "bottleneck": { "type": "mixed", "classification": { "en": "Multi-axis", "de": "Mehrachsig" }, "classificationNote": { "en": "Weak on more than one axis at once.", "de": "Schwach auf mehr als einer Achse zugleich." }, "sentence": { "en": "Henkel is findable. The Persil Color Megaperls page reaches with the JETZT KAUFEN CTA, but the 40 WL / 1.4 kg + 75 ml dosage detail does not surface cleanly on the locked SKU page.", "de": "Henkel ist auffindbar. Die Persil Color Megaperls Seite ist erreichbar mit dem JETZT KAUFEN CTA, aber das 40 WL / 1,4 kg + 75 ml Dosierungs-Detail taucht auf der gelockten SKU-Seite nicht sauber auf." }, "executiveSummary": { "en": "Wave 7 partial measurement. Henkel is findable by AI agents (D 35.28). Phase 2 HTTP + coding agents reached the Persil Color Megaperls product page on persil.de and confirmed the Color line + Megaperls format + JETZT KAUFEN CTA. The brand surface separates Color (Buntwäsche, bleach-free) from Universal (whites). The 40 WL / 1.4 kg and 75 ml dosage row did not surface cleanly on the locked SKU page — Phase 2 is committed_partial on evidence completeness rather than full lock. Phase 3 browser + Phase 4 ACT not executed this wave.", "de": "Wave 7 Teilmessung. Henkel ist für KI-Agenten auffindbar (D 35,28). Phase 2 HTTP- + Coding-Agenten erreichten die Persil-Color-Megaperls-Produktseite auf persil.de und bestätigten die Color-Linie + Megaperls-Format + JETZT KAUFEN CTA. Die Marken-Surface trennt Color (Buntwäsche, bleichmittelfrei) von Universal (weiße Wäsche). Die 40 WL / 1,4 kg und 75 ml Dosierungs-Reihe tauchte auf der gelockten SKU-Seite nicht sauber auf — Phase 2 ist committed_partial auf Evidence-Vollständigkeit statt vollem Lock. Phase 3 Browser + Phase 4 ACT nicht in dieser Wave ausgeführt." } }, "testNarrative": { "verdict": { "en": "Brand surface reaches with the Color-vs-Universal distinction. Dosage detail still hidden.", "de": "Marken-Surface erreichbar mit der Color-vs-Universal-Unterscheidung. Dosier-Detail noch versteckt." }, "narrative": { "en": "Wave 7 measured Henkel Persil Color Megaperls across Cody Gate-1 (3 providers, 18 datapoints, German queries, AI Visibility 35.28, 0 errors) and a fleet wave Phase 2 (HTTP + coding agents, committed_partial on Evidence completeness). Phase 3 browser and Phase 4 ACT not executed this wave. Phase 2 confirmed the Persil Color Megaperls product page on persil.de with the JETZT KAUFEN buy CTA. The brand surface cleanly separates Color (Buntwäsche, bleach-free) from Universal (whites). The locked 40 WL / 1.4 kg SKU detail and the 75 ml / 75 g dosage row did not surface on the SKU page itself in the current extraction — that is the spec-fidelity gap. The buying path runs through dm, Rossmann, Edeka, REWE, Amazon, and Kaufland.", "de": "Wave 7 hat Henkel Persil Color Megaperls über Cody Gate-1 (3 Provider, 18 Datenpunkte, DE-Queries, AI Visibility 35,28, 0 Fehler) und a fleet wave Phase 2 (HTTP- + Coding-Agenten, committed_partial auf Evidence-Vollständigkeit) gemessen. Phase 3 Browser und Phase 4 ACT wurden in dieser Wave nicht ausgeführt. Phase 2 bestätigte die Persil-Color-Megaperls-Produktseite auf persil.de mit dem JETZT-KAUFEN-Kauf-CTA. Die Marken-Surface trennt Color (Buntwäsche, bleichmittelfrei) sauber von Universal (weiße Wäsche). Das gelockte 40 WL / 1,4 kg SKU-Detail und die 75 ml / 75 g Dosier-Reihe tauchten auf der SKU-Seite selbst in der aktuellen Extraktion nicht auf — das ist die Spec-Fidelity-Lücke. Der Kaufpfad läuft über dm, Rossmann, Edeka, REWE, Amazon und Kaufland." }, "scopeShift": null, "agentMatrix": [ { "type": "text", "status": "partial", "note": "HTTP agent reached persil.de Persil Color Megaperls page with the JETZT KAUFEN CTA; Color line / Megaperls format / brand separation from Universal confirmed; 40 WL / 1.4 kg + 75 ml dosage not surfaced on the SKU page" }, { "type": "search", "status": "partial", "note": "Cody Gate-1 18/18 valid across openai/perplexity/anthropic; AI Visibility D 35.28, 0 errors" }, { "type": "code", "status": "partial", "note": "Coding agent extracted product identity + buy CTA + Color vs Universal chemistry separation from the source HTML; the dosage detail row absent from the locked SKU page" }, { "type": "browser", "status": "pending", "note": "a fleet wave phase 3 not executed Wave 7" }, { "type": "full_automation", "status": "pending", "note": "a fleet wave phase 4 not executed Wave 7" } ] }, "fairnessDeclaration": { "reviewPassed": false, "note": "Wave 7 Q2 2026 partial measurement. Single task (Henkel Persil Color Megaperls, documentation_ready close, 40 WL Beutel SKU, locked spec: Color = bleach-free + 30-60°C + Megaperls-format). AI Visibility from Cody Gate-1 (35.28, 18/18 valid datapoints across openai/perplexity/anthropic, DE language, 0 errors). AI Usability derived from a fleet wave Phase 2 partial (HTTP + Coding partial; Phase 3 browser + Phase 4 ACT not executed this wave). Fairness Review pending the sector fairness grid.", "methodologyUrl": "https://www.hyperize.ai/en/methodology/task-selection", "sectorGridRef": null }, "activeTasks": [ { "title": { "en": "Persil Color Megaperls (40 WL Beutel, 1.4 kg, Color-Waschmittel 20-60°C)", "de": "Persil Color Megaperls (40 WL Beutel, 1.4 kg, Color-Waschmittel 20-60°C)" }, "closeState": "documentation_ready", "intermediaryMode": "platform", "businessRelevance": null, "difficultyBand": null, "engpass": { "en": "Brand-own page reaches with Color-line clarity, but 40 WL / 1.4 kg / 75 ml dosage details do not surface on the locked SKU page; FMCG retail (dm / Rossmann / Edeka / REWE / Amazon / Kaufland) captures the close.", "de": "Marken-eigene Seite erreichbar mit Color-Linien-Klarheit, aber 40 WL / 1,4 kg / 75 ml Dosier-Details tauchen auf der gelockten SKU-Seite nicht auf; FMCG-Handel (dm / Rossmann / Edeka / REWE / Amazon / Kaufland) fängt den Close auf." } } ], "scoreHistory": [ { "date": "2026-05-25", "quarter": "Q2 2026", "waveId": "WAVE-Q2-2026-W7-CONSUMER-GOODS", "protocolVersion": "ars-methodology/v1.1", "summary": "Wave 7 partial measurement landed. Cody Gate-1 complete (D 35.28, 18/18 valid, 0 errors). a fleet wave Phase 1 ceiling + Phase 2 HTTP+coding committed_partial on Evidence completeness; Phase 3 browser + Phase 4 ACT not executed this wave. Brand-own page reaches with Color/Universal disambiguation, but the 40 WL / 1.4 kg SKU detail and 75 ml dosage row did not surface on the locked SKU page." } ], "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": "On product discovery, Henkel is not lacking findability — AI Visibility 35.28 places Henkel mid-pack across openai/perplexity/anthropic. The Color-vs-Universal distinction surfaces cleanly on persil.de; the brand handles the spec-fidelity disambiguation between bleach-free Color and whites-Universal that the Persil portfolio is structured around. The gap is twofold. First: the 40 WL Beutel / 1.4 kg SKU detail and 75 ml dosage row do not surface on the locked SKU page, so an agent confirming pack-size or dosage gets only partial answers from the brand surface. Second: the German FMCG retail mode — color-care detergent queries route through dm / Rossmann / Edeka / REWE shelf listings or Amazon search rather than persil.de directly. The Henkel surface owns the product claim and the dosage chart — the retail intermediary owns the price, the pack-size selection, and the purchase. If the agent reaches persil.de, the question is whether the locked claim (Color = bleach-free AND 30-60°C AND Megaperls 40 WL) surfaces accurately on the product page.", "de": "In der Produkt-Discovery fehlt Henkel nicht Auffindbarkeit — AI Visibility 35,28 platziert Henkel im Mittelfeld über openai/perplexity/anthropic. Die Color-vs-Universal-Unterscheidung taucht auf persil.de sauber auf; die Marke handhabt die Spec-Fidelity-Disambiguierung zwischen bleichmittelfreiem Color und Weißwäsche-Universal, um die das Persil-Portfolio gebaut ist. Die Lücke ist zweifach. Erstens: das 40-WL-Beutel- / 1,4-kg-SKU-Detail und die 75-ml-Dosier-Reihe tauchen auf der gelockten SKU-Seite nicht auf, sodass ein Agent, der Packungsgröße oder Dosierung bestätigt, nur Teilantworten von der Marken-Surface erhält. Zweitens: der deutsche FMCG-Handelsmodus — Color-Waschmittel-Anfragen laufen über dm- / Rossmann- / Edeka- / REWE-Regallistings oder die Amazon-Suche statt direkt über persil.de. Die Henkel-Surface besitzt das Produktversprechen und die Dosier-Tabelle — der Handelsintermediär besitzt den Preis, die Packungsgrößenwahl und den Kauf. Wenn der Agent persil.de erreicht, ist die Frage, ob das gelockte Versprechen (Color = bleichmittelfrei UND 30-60°C UND Megaperls 40 WL) auf der Produktseite genau auftaucht." }, "evidence": { "en": "Henkel is findable. The Persil Color Megaperls page reaches with the JETZT KAUFEN CTA, but the 40 WL / 1.4 kg + 75 ml dosage detail does not surface cleanly on the locked SKU page.", "de": "Henkel ist auffindbar. Die Persil Color Megaperls Seite ist erreichbar mit dem JETZT KAUFEN CTA, aber das 40 WL / 1,4 kg + 75 ml Dosierungs-Detail taucht auf der gelockten SKU-Seite nicht sauber auf." }, "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": "What changes the outcome is filling the SKU-detail gap on the brand-own surface. Phase 2 found the page reaches with Color-line clarity, but pack-size / dosage details remain off-page. Named Hyperize offerings here: Reference Pages that make the 40 WL Beutel SKU + 75 ml dosage agent-readable on persil.de, plus Answer Pages on \"Welches Color-Waschmittel für bunte Wäsche?\" that route directly to the brand-own claim verification rather than to the dm / REWE / Edeka shelf listings.", "de": "Was den Ausgang verändert, ist das Füllen der SKU-Detail-Lücke auf der marken-eigenen Surface. Phase 2 fand die Seite mit Color-Linien-Klarheit erreichbar, aber Packungsgröße / Dosier-Details bleiben off-page. Benannte Hyperize-Offerings hier: Reference Pages, die die 40 WL Beutel SKU + 75 ml Dosierung auf persil.de agenten-lesbar machen, plus Answer Pages zu \"Welches Color-Waschmittel für bunte Wäsche?\" die direkt zur marken-eigenen Versprechensverifikation statt zu den dm- / REWE- / Edeka-Regallistings routen." }, "proof": { "en": "The proof isn't more content. It's a repeatable lift in whether agents find, verify, cite, recommend, and complete the brand journey directly — re-measured each wave.", "de": "Der Beweis ist nicht mehr Content. Es ist ein wiederholbarer Anstieg darin, ob Agenten die Marke direkt finden, verifizieren, zitieren, empfehlen und den Weg abschließen — neu gemessen mit jeder Wave." }, "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%20Henkel" }, { "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%20Henkel" }, { "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%20Henkel" } ] }, "sources": [ { "id": "S1", "label": "Gate-1 audit run · Henkel Wave Q2 2026 (Cody, dispatched 2026-05-25)", "accessedAt": "2026-05-25", "supports": [ "AI Visibility score", "the close state reached (documentation_ready)" ], "url": null, "kind": "internal", "internalLabel": "Internal · Hyperize audit pipeline" }, { "id": "S2", "label": "a fleet wave consumer goods wave · Henkel phase 1-4 (Giorgio repo, dispatched 2026-05-25)", "accessedAt": "2026-05-25", "supports": [ "the per-breed access profile (Phase 2 partial)" ], "url": null, "kind": "internal", "internalLabel": "Internal · Hyperize fleet (Giorgio)" }, { "id": "S3", "label": "Task Selection Doctrine", "accessedAt": "2026-05-25", "supports": [ "fairness declaration", "Third-Party Interception framing" ], "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" ] } }