Sitecore has acquired Scrunch, an AI customer experience platform that shows brands where their messages appear, are missing, or are misrepresented in AI-driven discovery. Scrunch also helps assess competitive positioning, find content gaps, and optimize sites for AI retrieval. Sitecore says Scrunch is trusted by more than 500 brands and agencies. The announcement does not disclose financial terms.
Sitecore plans to connect Scrunch to SitecoreAI, with recommendations automated inside its content management, content marketing, and digital asset management solutions.
Technical buyers are starting research in AI tools as well as search engines, and an AI-generated answer can only reflect what it can find and understand. For companies with complex products, that puts more weight on clear specifications, consistent product content, and pages that are easy for machines to read.
Actionable takeaway: ask the AI tools your buyers use about your products and categories, then compare the answers with your actual catalog. Gaps and errors show you where to start.