AI / Sitecore AI
Sitecore Acquires Scrunch for AI-Powered Digital Discovery
SSaurav Kumar4 Min Read
← Back to ArticlesAI / Sitecore AI
Since the beginning, Scrunch has been focused on a significant transformation taking place in the digital world. Websites are no longer designed solely for human visitors. Today, artificial intelligence platforms play an increasingly important role in how consumers discover information, evaluate options, and engage with brands.
Recognizing this shift early on, we built Scrunch with a clear objective: helping organizations succeed in an environment where AI systems influence customer decisions long before users visit a website.
Today, we are pleased to share an important milestone in our journey—Scrunch is now part of Sitecore.
For our customers, partners, and community members, our commitment remains stronger than ever.
The Scrunch platform will continue to operate as usual, and our team remains dedicated to delivering the solutions and support that organizations depend on. With Sitecore's backing, we now have greater resources and opportunities to accelerate innovation and introduce new capabilities at a faster pace.
While this partnership marks a new chapter, our mission remains unchanged. What changes is our ability to scale and deliver even greater value.
Discover how Sitecore’s Scrunch acquisition strengthens AI search visibility, brand representation, content optimization, and discovery across ChatGPT, Gemini, Perplexity, and more.
Businesses today manage large volumes of content, complex customer journeys, and growing digital ecosystems. At the same time, AI technologies are changing how information is discovered and consumed.
Organizations no longer need only tools for creating content—they need solutions that help AI systems accurately interpret their expertise, products, and services.
Sitecore has long been recognized for helping enterprises create exceptional digital experiences. By combining Sitecore's experience management strengths with Scrunch's AI discovery intelligence, we can help organizations improve how they are represented across AI-driven channels and customer interactions.
Traditional digital marketing followed a predictable path: create content, attract visitors, and convert them into customers.
That model is rapidly evolving.
More consumers now use AI-powered assistants and intelligent search experiences to gather information, compare products, and make purchasing decisions. As a result, much of the decision-making process takes place before a potential customer reaches a company's website.
This creates a new reality where websites serve two important audiences.
For people, websites often act as a final checkpoint. Visitors arrive with information already gathered through AI-assisted research and seek validation, trust, and a clear next step before making a decision.
For AI systems, websites function as trusted sources of information. These systems analyze content to understand a company's expertise, products, services, and credibility. The insights they collect directly influence future recommendations and customer choices.
To succeed in this environment, organizations must ensure their digital content is optimized not only for people but also for the AI technologies interpreting it.
The early focus of AI optimization centered on visibility metrics.
Organizations wanted to know:
While these insights remain important, they represent only the first step.
The larger opportunity lies in understanding how AI evaluates brands and how those evaluations affect customer behavior. Businesses need actionable intelligence that helps them influence outcomes, not simply measure visibility.
Through the combined capabilities of Scrunch and Sitecore, organizations can move beyond monitoring and begin shaping how they are represented within AI-driven experiences.
The future of digital engagement extends beyond simply being found online.
Success requires creating a seamless journey that connects AI-driven discovery with meaningful customer actions. Understanding how AI interprets your brand is essential, but equally important is delivering the right content and experiences that help customers move confidently toward a decision.
Together, Scrunch and Sitecore are working to bridge this gap and create stronger connections between discovery, engagement, and conversion.
We have had the privilege of partnering with hundreds of innovative organizations across industries. Despite their unique goals, they share a common challenge: adapting to a marketplace where AI increasingly influences customer research, evaluation, and purchasing decisions.
That challenge continues to inspire our work.
By joining Sitecore, we gain the ability to innovate faster, invest more deeply in the future of AI-powered experiences, and help organizations navigate a rapidly evolving digital landscape.
Our vision remains the same.
We believe the future belongs to organizations that successfully serve both human audiences and AI-driven systems. Together with Sitecore, we are building solutions that help brands thrive in both worlds.
This is an exciting new chapter, and we are only beginning the journey.
Sitecore acquired Scrunch to combine Scrunch's AI-search visibility, recommendations, and Agent Experience Platform capabilities with Sitecore's AI-powered digital experience platform, helping brands understand and improve how they appear in AI-generated answers.
Scrunch is now a Sitecore company and an AI-powered digital discovery platform focused on helping organizations understand, monitor, and improve their brand presence across AI search and AI-driven experiences.
The acquisition strengthens Sitecore's AI-search capabilities by connecting AI visibility insights and recommendations with content management and digital experience workflows, allowing organizations to move from measuring AI presence toward acting on optimization opportunities.
Scrunch provides visibility into how brands are represented in AI-generated answers, which competitors appear, which sources influence responses, and where content gaps or optimization opportunities exist.
AI-powered digital discovery is the process through which users rely on AI assistants, answer engines, and intelligent search systems to research information, compare products, evaluate brands, and make decisions before visiting a company's website.
Scrunch's Agent Experience Platform, or AXP, is designed to provide content in formats AI agents and large language models can read and use while preserving the human-facing website experience.
The acquisition gives Sitecore additional AI-search intelligence, recommendations, competitive visibility, and agent-focused capabilities that can connect with Sitecore's content and digital experience workflows.
AI search visibility measures how frequently and accurately a brand, product, service, or organization appears in AI-generated answers, recommendations, citations, and other AI-driven discovery experiences.
Traditional SEO primarily focuses on visibility in search-engine results pages, while AI search optimization also considers brand representation, citations, source selection, AI-generated recommendations, conversational queries, and how AI systems interpret and retrieve content.
Businesses can prepare by creating clear, authoritative, structured, current content; improving technical accessibility; monitoring how AI systems represent their brand; identifying content gaps; strengthening citations and entity relationships; and continuously optimizing content for AI-driven discovery.
