Sitecore Acquires Scrunch for AI-Powered Digital Discovery

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.

Continued Commitment to Our Customers

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.

Why Scrunch and Sitecore Are a Strong Fit

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.

How Digital Discovery Is Changing

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.

Human Visitors

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.

AI Platforms and Agents

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.

Moving Beyond Basic Visibility

The early focus of AI optimization centered on visibility metrics.

Organizations wanted to know:

• How frequently is our brand mentioned by AI systems?
• Which competitors are receiving greater attention?
• What sources influence AI-generated responses?

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.

Connecting Discovery with Customer Action

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.

Looking Forward

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.