Sitecore has acquired Scrunch, an AI customer experience platform that helps brands monitor and improve how they appear in AI-generated search results. Financial terms of the deal were not disclosed.
Scrunch’s tools will be added to Sitecore’s digital experience platform, used by companies to manage digital content and customer experiences. Sitecore said the acquisition will help customers understand how their brands are represented in answers generated by large language model-driven search engines, showing where brand messages are missing or misrepresented, and provides recommendations on content and source improvements.
AI search and brand visibility
Gartner has previously forecast that traditional search engine volume would fall by 25% by 2026 as search companies switch in AI chatbots and virtual agents. Pew Research Centre found that Google users who encountered an AI summary clicked a traditional search result in 8% of visits, compared with 15% of visits when no AI summary appeared.
A Semrush study reported by Business Insider found that only 22% of surveyed US marketers had a fully integrated AI search and SEO strategy, while 37% said competitors were mentioned more often in AI results.
