Enterprise content and digital experiences platform Sitecore has acquired AI customer experience platform Scrunch in a deal valued at USD $225 million (AUD $315.6 million), according to a Bloomberg report.
Scrunch’s platform shows brands real-time signals about how they appear across various AI platforms. It also offers competitive analysis and technical audits, helping brands optimise their content for discoverability in AI systems and by autonomous agents through its Agent Experience Platform, or AXP.
Together, Sitecore and Scrunch create a connected platform that publishes content across channels with brand integrity and message clarity, increasing traffic, improving conversion, and enabling organisations to measure performance.
According to Sitecore, these capabilities “help brands ensure buyers can find, trust, and choose them.”
“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, CEO of Sitecore.
“With Scrunch, we enable our customers to understand how they are represented in AI-generated answers and automatically act on those insights, maximising how they reach, engage, and serve their customers. We’re helping brands show up with greater clarity, authority, and relevance so they can build trust, increase share of voice, and influence decisions early in the buying journey when it matters most.”
Scrunch works with enterprise businesses, including some of the Fortune 500.
Notable clients include Lenovo, Skims, Headspace, and Penn State University. It previously raised USD $26 million, including a $15 million Series A last summer led by Decibel, with participation from Mayfield, Homebrew, and others.
In research conducted by cloud computing and content firm Akamai, AXP-enabled webpages saw a 364 per cent lift in brand presence in responses to non-branded AI prompts, and a 218 per cent spike in citations appearing in AI responses.
In a separate study, Runpod used the Scrunch platform to expand prompt tracking and identify rendering and indexing issues that were limiting AI discoverability. Runpod reported a 400 per cent increase in paying customers associated with its AI search optimisation efforts.
