# Onto — AI is reading your website wrong.
> Onto serves clean Markdown to AI agents instead of HTML noise. Same content, right format. One line of code. No changes to your site.

**Source:** /casestudies
**Extracted:** 2026-03-25T16:51:29.505Z

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Industry Teardowns

# Invisible to the  
Agentic Web.

Deep technical tear-downs of how major e-commerce platforms are actively sabotaging their own visibility in AI search engines and shopping assistants.

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## The Enterprise WAF Paradox: How Adidas Blocks 100% of AI Shopping Agents

Enterprise WAFs are doing their job too well. We analyze how strict bot protection prevents engines like Perplexity from indexing the Adidas catalog, and how Edge Negotiation solves it.

State

BLOCKED

Payload

0 KB

Bottleneck

Cloudflare Challenge







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## Paying the React Tax: Nike's 4.2MB Payload vs 12KB of Semantic Data

When AI agents scrape Nike.com, they burn token budgets parsing endless Tailwind classes and div wrappers. We reconstructed their product pages in pure Markdown.

State

WARNING

Payload

4.2 MB

Bottleneck

99% HTML Bloat







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## Hallucinated Pricing: Why AI Assistants Guess Target's Inventory

Without a unified Semantic Representation layer, shopping agents are forced to guess local store inventory and varying price points, leading to massive hallucination rates.

State

FAILED

Payload

1.8 MB

Bottleneck

Missing JSON-LD







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