Because robots.txt needs to be edited manually, and there are so many new AI agents debuting, it can be difficult to keep an up-to-date block list. “People just don’t know what to block,” says Dark Visitors founder Gavin King. Dark Visitors offers a freemium service that automatically updates a client site’s robots.txt, and King says publishers make up a big portion of his clients because of copyright concerns.
Robots.txt might seem like the arcane territory of webmasters—but given its outsize importance to digital publishers in the AI age, it is now the domain of media executives. WIRED has learned that two CEOs from major media companies directly decide which bots to block.