June 05, 2026
Sitecore Buys Scrunch to Fight for Brand Visibility Inside AI Answers
Digital experience software vendor Sitecore has acquired Scrunch, an AI customer experience platform that tracks how brands turn up inside AI-generated answers, in a deal aimed at one of the harder problems in marketing right now. Buyers research products, compare options and decide what to trust by reading answers from large language models, often before they reach a company website at all.
Those answers hold real sway over how a brand is seen, because they decide which products get named, which competitors come up, and which sources an AI cites. By the time a buyer reaches a brand, if they reach it at all, they have usually already formed an opinion. Scrunch exists to show companies where their brand turns up in those answers, where it goes missing, and where AI gets the facts wrong.
From Insight to Action Across Content
The acquisition pairs Scrunch’s recommendation tools and its Agent Experience Platform (AXP) with Sitecore’s digital experience platform. Scrunch supplies visibility into how a brand reads inside AI answers. SitecoreAI then acts on that visibility by managing and publishing content across web, social and other channels.
Eric Stine, CEO of Sitecore, said AI has changed buyer behaviour for good, and that companies now have to write the internet for machines to understand if they want humans to experience it. Chris Andrew, CEO of Scrunch, said control of the brand narrative has moved toward AI, with customers trusting it to define brands rather than the companies behind them.
Sitecore points to two of its own customer studies on what optimising content for AI answers can do.
In one study, a content delivery and cloud security company compared web pages prepared with Scrunch’s Agent Experience Platform, which formats content so AI systems can read it, against similar pages without it. The prepared pages recorded a 364% rise in brand presence for non-branded prompts and a 218% rise in citations in AI-generated results. In another, a cloud computing provider that rents out processing power for AI work used Scrunch to expand prompt tracking and fix rendering and indexing problems that were holding back its AI discoverability. It reported a 400% rise in paying customers tied to that work.
The Content Is Already There, AI Just Can’t Read It
Sitecore already runs the content systems brands depend on, which is where Scrunch fits. However, much of their content is fragmented, outdated or hard for AI systems to read. Scrunch goes further than standalone answer engine optimisation tools, which mostly report which questions a brand wins or loses. It surfaces knowledge across a company’s full content estate, delivers recommendations across ChatGPT, Google Gemini and Perplexity, and feeds those recommendations into Sitecore’s content management and digital asset tools so teams can act on them inside the workflows they already use.
Vendors across the market are adding AI features at nearly the same pace, which makes standing out harder for everyone, as Gartner noted in last year’s CCaaS Magic Quadrant. Sitecore is treating visibility inside AI answers as a discipline of its own, separate from traditional search. Brands already face steady pressure to deploy AI across the customer journey, and discovery is one more place that pressure now reaches. The contest is no longer only about ranking on a results page. It is about whether an AI names you at all.
