BRAND VISIBILITY IN AI

AI Study : Half of Spanish media outlets do not allow AI in. The other half restrict it.

About the study

Generative AI engines have changed the way users find information and brands. Being cited as a source in a generative answer is now more valuable than ranking first on a list of links that no one opens.

That is why at AIBrandpulse360 we audited 148 Spanish media outlets to identify which ones allow access to the main AI crawlers and which ones restrict it, offering Communications and PR teams a new perspective on how to plan their media strategies in the age of AI.

The challenge is no longer just appearing on Google.

It is making sure AI can access, interpret and cite your content.

Nearly 150 media outlets analyzed

We evaluate the technical restrictions affecting Spain’s leading media outlets.

Robots.txt as a key factor

We identify which AI bots can access each media outlet and which ones are blocked.

Impact on brand visibility

Access to sources determines which media outlets can contribute to AI-generated answers.

Download study

WHAT YOU’LL FIND

What the study covers

A complete analysis to understand how AI decides which media outlets to cite as sources.

The missing data point before choosing a media outlet for a GEO proposal

We audit whether each media outlet has opened or closed access to the main generative AI bots: ChatGPT, Claude, Perplexity, Gemini and Google AI Overview. 148 Spanish media outlets analyzed with actionable selection criteria.

Two ways to be visible in an AI answer: training vs real time

The report distinguishes between bots that build the model’s background knowledge through training and agent bots that operate in real time. A media outlet may block training while still being citable live, or the other way around, and the GEO strategy changes depending on the objective.

Which AI company finds the most closed doors in the Spanish press

Claude, by Anthropic, faces the highest number of blocks, 45.9%, followed by GPTBot, 43.2%, while Perplexity and Google AI Overview face fewer restrictions. The report breaks down bot blocking by company and shows which media outlets treat each one differently.

Why the editorial group matters more than the media outlet’s topic

Robots.txt policies are usually decided at editorial group level, not by individual publication. Vocento, Prensa Ibérica and Grupo Joly replicate almost the same configuration across their brands. We identify which groups are open and which are not.

The complete table: 148 media outlets, 10 bots, one clear overview

Includes a table with all 148 media outlets sorted alphabetically, where each bot is marked as blocked or allowed, plus a final column showing the total number of restricted bots. The definitive reference to filter and compare media outlets before a proposal.

Practical guide for PR, GEO and digital marketing teams

A dedicated section with clear recommendations: how to use the editorial group as a quick filter, which media outlets to prioritize depending on the campaign objective, training in the long term or real-time citation, and when bot accessibility should be the main criterion.

Complete the form and download the study

Which Spanish media outlets allow ChatGPT, Claude or Perplexity to cite you as a source?

Share study

CUSTOMIZED STRATEGY

What makes us different

Multichannel organic visibility

We enhance your presence at key decision moments: searches, AI, comparisons, recommendations, and third-party content. We turn the diagnosis into tangible actions and measure progress to demonstrate improvement and guide the next iteration.

360° methodology

We don’t stop at auditing: we analyze your current presence, define the action plan, optimize and continuously monitor to iterate and improve.

We can implement the improvements ourselves or deliver guidelines and coordinate the work with your teams.

"Human Precision" in Analysis

We don’t just rely on data: our analysts contextualize results, remove false positives, and separate signal from noise. We translate data into actionable insights with clear, prioritized recommendations, so your team knows exactly what to change, where, and with what expected impact.

OUR CLIENTS