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Business Insider

businessinsider.com
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Overall score
67.4OK
—
Rank
#158
Prev: #151
media avg
60.0
82 peers
Agent runs / week
2
Across 0 providers

Business Insider tells the global tech, finance, stock market, media, economy, lifestyle, real estate, AI and innovative stories you want to know.

Audience
Enterprise
Markets
US
Locales
en-us
Opportunity cost · media

Business Insider could be leaving ~$3,325,200 in subscription & ad revenue on the table every year

Stunt Double’s 2027 agent-traffic model projects 34% of content discovery and subscription sessions in the media sector will be initiated or completed by AI agents[1][2]. Business Insider currently scores 67.4 on the Stunt Double Index[3], with a 33-point gap to the ideal agent experience (100). The loss figure below applies that gap to the projected agent-driven slice of a typical annual subscription & ad revenuebaseline for this sector — it is a directional estimate, not a measured conversion rate.

Gap to leader
32.6 pts
Above media avg
0.0 pts
Modelled revenue at risk
$3,325,200

Estimate assumes a $30M combined subscription and ad-revenue baseline. Claim your domain to replace this placeholder with your reported subscription & ad revenue.

Sources
  1. [1]Gartner (2025) — Intelligent Agents in AI Really Can Work Alone. Here’s How.
  2. [2]Adobe Analytics (2025) — Generative AI traffic to U.S. retail sites (weekly trend)
  3. [3]Stunt Double (2026) — Stunt Double Index methodology & scoring rubric

Category breakdown

Brand awarenessCan agents recognise you exist?
90
DiscoveryWill they pick you?
75
Information retrievalCan they read your site?
100
Market rankingWhere do you sit in the lineup?
35
AccuracyDo they tell the truth about you?
100
Task completionCan an agent complete a task on behalf of a user?
35
Delegated accessDo you let agents in, safely?
24
Contact & communicationCan an agent reach a human?
85

By agent provider

By agent provider
Session quality, 30-day rolling, N ≥ 10 per provider
Claude
Anthropic
0.0
ChatGPT Agent
OpenAI
0.0
Gemini
Google
0.0
Perplexity
Perplexity
Copilot
Microsoft
Browserbase Operator
Browserbase

Where agents get stuck

Public summary · full session replay available to verified owners
lowDiscovery
No llms.txt. You miss the emerging standard for giving agents a curated map of the site.
mediumMarket ranking
No Product/Service schema on the homepage. Agents can’t easily compare offerings.
lowMarket ranking
No review or aggregateRating schema. Agents have no signal for ranking vs peers.
highTask completion
No reachable entry point for delegated tasks — nothing at `/pricing`, `/signup`, `/cart`, `/book`, or similar responds without auth.
highTask completion
Homepage returns a bot-challenge / CAPTCHA. Agents can’t complete a task if they can’t load the site.
mediumTask completion
No mention of delegated auth primitives (passkey, OAuth, MCP). Agents must drive a full browser session.
highDelegated access
No MCP manifest. Agents can’t auto-discover tools or delegated capabilities.
highDelegated access
No public API docs detected. Agents have no scoped way in; they must drive a browser.
lowContact & communication
No help, support, or FAQ hub linked. Agents can’t self-serve an answer before reaching out.
mediumDiscovery
Claude is disallowed by robots.txt.
Evidence: Tokens checked: claudebot, claude-web, anthropic-ai
highTask completion
Claude hits a bot-challenge page on the homepage.
highTask completion
ChatGPT Agent hits a bot-challenge page on the homepage.
highTask completion
Gemini hits a bot-challenge page on the homepage.
highTask completion
Perplexity hits a bot-challenge page on the homepage.
highTask completion
Copilot hits a bot-challenge page on the homepage.
highTask completion
Browserbase Operator hits a bot-challenge page on the homepage.