Sitecore has declared the acquisition of Scrunch, an AI customer experience platform, that enables brands to assess and enhance how they are presented in AI-generated search results. The acquisition is in line with In reality large language models and AI-powered answer engines are having a huge impact on buyer behavior, changing the way consumers discover and engage with brands online. Through the integration of Scrunch’s insights, recommendation capabilities, and Agent Experience Platform (AXP) into the SitecoreAI digital experience platform, Sitecore intends to assist organizations in generating content that is not only appealing to human audiences but also to AI agents.
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The joint solution gives businesses a chance to see how their brands are portrayed in AI-generated responses and use those insights to the maximum to increase visibility, trust, and engagement automatically. “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. Scrunch’s technology helps brands move beyond traditional SEO by structuring content in ways that AI systems can easily interpret and surface in responses. The acquisition strengthens Sitecore’s AI strategy and positions the company to help brands remain visible, relevant, and influential as AI-driven search becomes a dominant channel for customer discovery and decision-making.