When we started Scrunch, we made a bet that's only gotten more obvious with time: The primary visitor to your website isn't a person. It's a machine, visiting on a person's behalf.
Our vision was to help brands thrive in a world where AI agents broker the relationship between companies and their customers.
That mission hasn't changed. But our timeline to execute it just got a lot faster.
Today, I'm excited to share that Scrunch is now a Sitecore company.
For our customers, the most important thing to know is this: Scrunch isn't going away.
We'll continue to operate as a standalone platform, support the customers and partners we serve today, and accelerate our product roadmap. You'll see that firsthand in the weeks ahead.
What changes is what becomes possible.
From day one, we've built for the realities of the enterprise: massive content estates, complex workflows, and the belief that the answer isn't more AI-generated content, it's helping AI discover, understand, and trust the expertise companies already have.
That's one reason Sitecore feels like such a natural fit. For decades, Sitecore has helped the world's largest brands manage the content, experiences, and workflows that turn expertise into customer outcomes.
Together, we're creating a tighter connection between AI-driven discovery and customer decision.
In other words, we're accelerating the mission we've been on since day one.
Here's why we believe this matters and where we're headed next.
Your website is the starting point for AI (and the last mile for humans)
For decades, digital marketing followed the same basic model: Create content, drive traffic, and convert visitors into customers.
That model is changing.
AI platforms are where buyers research, compare, and choose who deserves their attention. Entire stages of the buyer journey are being compressed into a chat window.
As a result, the website is taking on a new role.
For humans, websites are now the last mile.
Buyers arrive with opinions formed and decisions already underway. They're looking to confirm the context AI provided and take action.
For AI, the website is the starting point.
AI agents visit to understand your products, expertise, and brand directly from the source. What they find shapes the answers they deliver, the brands they trust, and ultimately the actions customers take.
But humans and AI agents consume websites very differently.
Agents don't experience a site the way people do. They aren't admiring design choices or navigating carefully crafted user journeys. They're consuming information. And they’re deciding which brands deserve to be mentioned, cited, and recommended.
That surfaces a new challenge for every company.
Most websites and content systems were built for human visitors. Now they need to serve two audiences: people and the machines acting on their behalf.
At both Scrunch and Sitecore, we've seen the same shift taking place: AI as the intermediary between brands and buyers.
Together, we're building for the intersection of AI experiences and digital commerce.
Visibility is the foundation, not the finish line
The first generation of AI search tools focused on visibility: Where are you showing up? Where are competitors winning? What sources are influencing AI answers?
Those are great starting points. But visibility is a means to an end, not the end itself.
The future isn't visibility. It's action.
Scrunch helps brands understand how AI perceives, evaluates, and recommends them. Sitecore helps them build upon that through the content, experiences, and customer journeys they already manage.
It's a closed loop—from how AI finds you to the choice a customer makes.
Same mission, more horsepower
Over the last few years, we've had the privilege of working with 500-plus of the world's most forward-thinking brands and agencies—Akamai, Lenovo, ADP, Publicis, Seer Interactive.
Despite differences in industry, size, and market, they all share a common challenge: adapting to a customer journey now shaped by AI.
That's the problem we started Scrunch to solve.
Today, that mission remains exactly the same. What changes is our ability to move faster.
Together with Sitecore, we're helping brands thrive in a world where AI shapes how customers research, evaluate, decide, and transact.
The mission holds. The pace accelerates.
Let's Scrunch the internet.