The communications agency analyses the 35 corporate websites of Spain’s main stock market index and concludes that most are invisible to new digital visitors
Incógnito, the independent communications agency, today publishes its first report analysing digital positioning in the face of artificial intelligence: “Spain’s largest companies, invisible to AI agents”. The study examines the corporate websites of the 35 companies that make up the IBEX-35 and assesses their readiness for AI agents, the new mediators between brands and their audiences.
The results of the analysis reveal a surprising landscape: no company achieves the highest rating (grade A), which requires meeting all four technical criteria assessed. Only four companies —Banco Sabadell, Acciona, Iberdrola and Endesa— achieve a grade B, the highest recorded. At the opposite end, twelve companies receive an E, the worst possible rating: among them, Inditex, Santander, Telefónica, Indra and Amadeus.
Grade distribution: IBEX-35 vs. readiness for AI agents
| Grade | No. of companies | Examples |
| A | 0 | – |
| B | 4 | Sabadell, Acciona, Iberdrola, Endesa. |
| C | 10 | Repsol, Enagás, Ferrovial, Mapfre, Sacyr… |
| D | 9 | Acerinox, BBVA, Bankinter, CaixaBank… |
| E | 12 | Inditex, Santander, Telefónica, Indra, Amadeus… |
The report applies a methodology based on four key indicators: the presence of an llms.txt file (an instructions file for language models), a robots.txt configuration favourable to AI crawlers,
implementation of JSON-LD structured data, and accessibility of the site’s XML sitemap. The analysis shows that only five companies have implemented llms.txt, barely thirteen include JSON-LD on their homepage, and sixteen lack an accessible sitemap.
The report’s most striking paradox: the index’s two technology companies —Indra and Amadeus— receive the worst possible grade, underlining that a company’s technological scale does not guarantee its digital visibility to these new agents.
“AI agents are already a reality that is changing the way people access information about companies. If your website doesn’t speak their language, you simply don’t exist for them. The IBEX-35 has homework to do, and it can’t wait,” says Jorge López M-C, CEO of Incógnito.
The full report, which includes the detailed methodology, the ranking of all 35 companies and improvement recommendations, is available on request.