New York, USA – Sitecore has acquired Scrunch, an AI customer experience platform focused on helping brands understand and improve how they are represented in AI-powered search and answer engines.
The acquisition comes as large language models (LLMs) and AI-generated responses increasingly shape how buyers research products, compare options, and make purchasing decisions. According to Sitecore, businesses face growing pressure to ensure their content is discoverable, accurate, and interpretable by AI systems that influence brand perception before customers visit a company’s website.
Scrunch provides visibility into how brands appear across AI-driven discovery platforms, identifying where brand messaging is present, absent, or inaccurately represented. The company’s platform works alongside SitecoreAI to help organisations manage content across AI ecosystems and digital channels.
The deal combines Scrunch’s insights, recommendation capabilities, and Agent Experience Platform (AXP) with Sitecore’s AI-powered digital experience platform. Sitecore said the combined offering will enable organisations to publish and optimise content across channels while maintaining brand consistency and measuring performance.
“AI has changed buyer behavior 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. “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.”
Chris Andrew, Chief Executive Officer of Scrunch, said the acquisition reflects broader changes in how consumers discover and evaluate brands.
“Control of the brand narrative is shifting, and customers are increasingly trusting AI to define brands, rather than the organisations behind those brands,” said Andrew. “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.”
Sitecore also highlighted customer case studies demonstrating the potential impact of Scrunch’s technology. According to the company, content delivery and security firm Akamai found that webpages enabled with Scrunch’s AXP recorded a 364% increase in brand presence for non-branded search prompts and a 218% increase in citations within AI-generated responses when compared with non-AXP pages.
Separately, cloud computing provider Runpod reported a 400% increase in paying customers linked to its AI search optimisation efforts after using the Scrunch platform to identify rendering and indexing issues affecting AI discoverability.
Industry partners have also welcomed the combination. Carrie Grapenthin, Chief Marketing Officer of Perficient, said the integration could help organisations turn AI visibility insights into action.
“At Perficient, we’re building an AI-first marketing engine focused on speed, relevance, and real impact,” said Carrie Grapenthin, Chief Marketing Officer of Perficient. “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 acquisition addresses a growing enterprise need to understand how AI systems represent brands and to improve content performance across web, social, and other digital channels. The company noted that many organisations already possess large volumes of content but often struggle with fragmented, outdated, or inaccessible information that AI systems may not be able to interpret effectively.
As part of the integration, Sitecore plans to automate Scrunch’s recommendations within its content management, content marketing, and digital asset management solutions. The combined platform will also leverage Scrunch’s AXP technology, which formats content for AI agents while preserving the experience for human users.
The acquisition reflects a broader shift in digital marketing as organisations seek to optimise content not only for traditional search engines but also for AI-driven answer platforms such as ChatGPT, Google Gemini, and Perplexity.
