Your buyers are already researching you on ChatGPT, Perplexity, and Google AI Overviews. The question is: are you showing up?
Sitecore has just acquired Scrunch, an AI customer experience platform that helps brands understand and improve how they appear in AI search. We've put together a list of some things you need to know:
Scrunch is an end-to-end AI brand visibility and optimisation platform. It gives you two connected capabilities in one place: understand how your brand is appearing (or not appearing) in AI-generated answers, then actively improve it.
Most tools in this space offer monitoring alone. Scrunch is the complete solution (from insight to action) and it works across every major AI platform your buyers are using: ChatGPT, Google AI Overviews, Perplexity, Microsoft Copilot, Meta AI, and others.
The way people find information has fundamentally shifted. Over 60% of searches today are powered by large language models. AI-referred sessions have grown over 500% in the past five months alone.
Your buyers are asking fully formed questions to AI assistants and getting direct answers, often without ever visiting your website. And here's what makes this urgent: consumers arriving from AI search convert at significantly higher rates than those from traditional search.
By the time they click through, they've already done their research and they're ready to act. If your brand isn't showing up accurately in those AI responses, you're invisible at the highest-intent moment in the buying journey.
Scrunch has two core components that work together.
Think of this as your window into how AI sees your brand. Scrunch answers the questions your team has probably been asking for a while now:
The three metrics you'll track: Visibility (how often you appear), Sentiment (whether you're represented accurately), and Citations (how often AI models source your content directly - the highest-value signal of all).
This is where insight becomes action. AXP identifies AI agents visiting your site and serves them an optimised version of each page, in real time, at the edge. No page rewrites. No CMS changes. No disruption to what your team is already doing.
It strips out the JavaScript, video, and imagery that AI agents can't read, and enriches pages with structured content that helps AI models accurately understand and cite your brand. Critically, it only uses content your team has already created and approved so your brand voice stays intact.
| Your Role | What's Keeping You Up at Night | How Scrunch Helps | Proof It Works |
|---|---|---|---|
| CMO / VP Marketing | Not showing up in AI results, declining organic traffic, the board asking about your AI search strategy. | An executive dashboard that shows exactly where you stand, prioritises where to focus, and puts marketing back in control of execution. |
Akamai: 55% lift in AI results after AXP.
Lenovo: 2.5x higher revenue per user from AI referrals.
|
| VP Digital / Head of Growth | Tasked with unlocking AI search as a channel, but attribution in a zero-click world is murky. | Agent traffic data, a site map showing exactly where to focus, and AXP to optimise pages for measurable performance gains. | Tinybird: 3x brand mentions across AI platforms. |
| SEO / AEO Lead | Traditional SEO is losing effectiveness and the measurement tools haven't caught up. | Agent analytics showing how AI consumes your site, a page-level audit, and citation tracking to find authority gaps. | TurboTax: 41.9% lift in AI share of voice. |
| Head of Content / PR | Need to prove content investment is translating into AI visibility and ROI. | Share of voice tracking against competitors, content recommendations based on the prompts that matter, and no rewrites required. | Strapi: 226% citation growth. |
It works with your existing Sitecore setup today. No changes to your DXP or existing pages required. And integration with the Sitecore platform is already underway starting with Scrunch insights surfacing directly inside Page Builder, with deeper sync to follow.
You don't need to overhaul your site or dedicate a team to this. The recommended approach is crawl, walk, run and we can help guide you through every step.
All your team needs to do is:
That's it. Scrunch handles the technical work. We handle the implementation. You focus on the results.
Do we need to rewrite our pages or change our CMS? Not at all and that's one of the things that makes Scrunch genuinely different.
Do I need to start with my whole site? No, start with foundational monitoring to establish a baseline, identify your highest-value pages, deploy AXP on an initial set, measure the impact, then expand.
How quickly will we see results? Faster than you'd expect. The monitoring layer is live from day one, and clients have seen measurable changes in AI visibility within weeks of deployment.
Is this separate from our existing Sitecore contract? Yes, Scrunch is a standalone product. We can help you understand the commercial options and what makes sense for your situation.
Check out Sitecore's Webinar: What to Change When AI Is Changing Everything
Or if you'd rather just have a chat about how Scrunch can help your brand, send us an email at hello@switchit.com.
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