USA – Sitecore has acquired Scrunch, an AI customer experience platform that helps brands understand and improve how they appear in AI-driven search, as it looks to strengthen its AI search visibility and digital experience capabilities.
The acquisition comes as large language models and AI-generated answers increasingly shape how users research products, compare options and make purchase decisions online.
It also reflects a shift in how brand visibility is determined, with AI systems influencing which products and companies appear in answers, which competitors are referenced and which sources are cited—often before users reach a brand’s own channels.
“AI has changed buyer behaviour forever. We’re at a pivotal moment where companies must rethink traditional digital strategies and accept that the internet must be written for machines to understand if we want humans to experience it,” said Eric Stine, Chief Executive Officer of Sitecore.
Stine added, “With Scrunch, we enable our customers to understand how they are represented in AI-generated answers and automatically act on those insights, maximising how they reach, engage, and serve their customers. We’re helping brands show up with greater clarity, authority, and relevance so they can build trust, increase share of voice, and influence decisions early in the buying journey when it matters most.”
Against this backdrop, Scrunch provides visibility into how brand messaging appears across AI-generated responses, including gaps or misrepresentations, and feeds these insights into SitecoreAI to support content optimisation across digital channels.
The deal combines Scrunch’s Agent Experience Platform (AXP) and analytics capabilities with Sitecore’s digital experience platform (DXP), creating an integrated system designed to connect insight with content activation and measurement.
Carrie Grapenthin, Chief Marketing Officer of Perficient, said, “At Perficient, we’re building an AI-first marketing engine focused on speed, relevance, and real impact. As a customer and partner of both Sitecore and Scrunch, this combination is an exciting opportunity for our team. Insight without action isn’t enough. Scrunch helps us see where our brand is showing up, where gaps exist, and what needs to improve. Sitecore helps us act on those insights across the content and experiences we already manage, so we can move faster and deliver differentiated content in our unique brand voice.”
Sitecore said the combined platform will help organisations distribute and manage content across channels with greater consistency, with the aim of improving engagement, conversion and performance tracking.
Scrunch’s approach focuses on Answer Engine Optimisation (AEO), extending beyond traditional website analytics by mapping how brands appear across large language models such as ChatGPT, Google Gemini and Perplexity, and identifying opportunities to improve visibility.
“Control of the brand narrative is shifting, and customers are increasingly trusting AI to define brands, rather than the organisations behind those brands,” said Chris Andrew, Chief Executive Officer of Scrunch, a Sitecore company.
He added, “By joining forces, we’re helping companies meet buyers where they are, moving beyond traditional SEO to win inside AI-generated answers. That’s where Scrunch’s AXP is a critical advantage, delivering content in a format AI agents can read and use without disrupting the human experience, allowing brands to become the trusted sources that power those answers.”
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