Sitecore, a global leader in AI-enabled digital experience software, has announced the acquisition of Scrunch, an AI customer experience platform that helps brands understand and improve how they appear in AI-powered search. The deal comes as large language models and AI-generated answers increasingly dominate the digital landscape where buyers research solutions, compare options, and form purchasing decisions — often before ever reaching a brand’s website. Financial terms were not disclosed.
Scrunch provides visibility into where brand messages are appearing, missing, or misrepresented in AI-driven discovery across platforms, including ChatGPT, Google Gemini, and Perplexity. Its Agent Experience Platform delivers content formatted specifically for LLMs in a way that AI agents can read and use without disrupting the human experience, enabling brands to become the trusted sources that power AI-generated answers. Customer results have been significant: Akamai reported a 364% increase in brand presence for non-branded prompts and a 218% increase in AI citations after enabling Scrunch’s AXP on its webpages, while Runpod reported a 400% increase in paying customers associated with its AI search optimization efforts.
The acquisition addresses a structural shift in how buyers engage with brands. Most enterprises already have substantial content libraries, but that content is often fragmented, outdated, or inaccessible to AI systems in ways that shape what buyers see before they visit a brand’s website. By combining Scrunch’s insights and recommendations with Sitecore’s AI-powered digital experience platform, the combined company said it creates a connected platform that publishes content across channels with brand integrity and message clarity, improving traffic, conversion, and measurable performance. Sitecore serves thousands of global brands and is supported by one of the world’s largest digital experience communities.
KEY QUOTES:
“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. With Scrunch, we enable our customers to understand how they are represented in AI-generated answers and automatically act on those insights, maximizing how they reach, engage, and serve their customers.”
Eric Stine, Chief Executive Officer, Sitecore
“Control of the brand narrative is shifting, and customers are increasingly trusting AI to define brands, rather than the organizations behind those brands. By joining forces, we’re helping companies meet buyers where they are, moving beyond traditional SEO to win inside AI-generated answers.”
Chris Andrew, Chief Executive Officer, Scrunch
