Sitecore bought your AI visibility plan
AI is already shaping how your customers view your business, even if most are unaware. Sitecore has closed that gap by announcing its acquisition of Scrunch.
Scrunch is a platform for AI visibility that monitors how brands are portrayed (or not) in ChatGPT, Gemini, Perplexity, Copilot, and Google’s AI Overviews. Sitecore’s acquisition proves what marketers have suspected: customers form opinions before visiting your website, based solely on what AI tells them about you.
The traffic you cannot see anymore
Something fundamental has changed in how the internet is used. On 3 June 2026, Cloudflare CEO Matthew Prince posted a message that should stop any marketer mid-scroll: bot and AI agent traffic overtook human traffic across the internet for the first time. Cloudflare’s Radar data showed 57.5% bots to 42.5% humans1.
Google’s behaviour is also shifting fast: worldwide, 60% of searches now end without a click to any website2, a share that keeps climbing as AI Overviews spread.
Something else is now doing most of the “visiting” on the web and already outnumbers the people websites were built for.
Why this is not just another feature announcement
Most AI-visibility tools only provide information up to the dashboard level and do not report a bounce rate for a conversation that never reached your website. For example, they might tell you that ChatGPT mentioned your competitor three times as much as you did last month, after which they leave you on your own to decide what to do about it. Now that’s useful, but it still represents only half of the workflow.
Scrunch’s pitch is that insight without action has little value. You don’t just find out you’re invisible in AI answers; you fix it on the same platform where you’re already publishing content, without a re-platform, a six-month roadmap, or your dev team touching the DXP.
The part worth focusing on is that Sitecore is making AI-answer visibility a built-in feature of your existing technology stack.
What Scrunch actually adds
Two capabilities, working together.
AI Visibility and Insights show how frequently your brand is mentioned in answers generated by AI, the sources AI uses when referring to your brand, how you compare with your named competitors in those answers, and where the content gaps are. You can think of it as an AI model insights dashboard.
The Agent Experience Platform (AXP) identifies when an AI agent visits your site and then presents it with a version of the site that highlights the structured content it can use and omits the parts it cannot. The platform always uses only content your team has previously created and approved, which ensures that the brand voice remains unchanged even when a machine is carrying out the reading.
Sitecore Scrunch by the numbers3
increase in brand presence across non-branded prompts
increase in paying customers associated with AI search optimisation.
What this means for you
What is different for a business that is already operating or is thinking about using Sitecore?
If you’re already on Sitecore, you don’t need to lift a finger to start. Scrunch insights are surfacing directly where your content team already works.
If you’re not on Sitecore, you can still use this. Scrunch is a standalone tool; you don’t need to be a Sitecore client to run an AI visibility audit and learn how AI systems currently describe your brand. Scrunch is the insight, and Sitecore is the fix.
If you’re in a regulated or reputation-sensitive category, this stops being a marketing nice-to-have. When an AI system gets a fact about your organisation wrong, that’s a trust problem, delivered directly to the person asking. Audit what AI currently says about you before you think about optimising it.
If your content backlog is bloated, this gives you a filter you didn’t have before. Instead of guessing which 400 pages on the same topic matter, citation tracking tells you which ones AI systems already treat as authoritative, and which ones are just taking up space.
The part nobody is saying out loud… yet
AI visibility tools only manage to deal with half the problem; they show you how the outside world’s AI is currently describing your brand, but they don’t address the reason why it’s describing you inconsistently from the start, essentially, your own content.
You must deal with your content before it is released; otherwise, you’ll be spending money on measuring things that were never correct in the first place. Get the sequence right by first controlling what you say, then activating it across all channels, and only then measuring how AI represents it.
If you miss the first step, you’ll only be measuring your own mess, just more accurately.
What to do this week
The first step is for you to get a straightforward answer to a simple question: what does AI currently say about your brand when no one is looking?
Open ChatGPT, Claude or Copilot and paste this in, swapping in your own category and location:
Prompt
“I’m looking for [your product/service category] in [your city/region]. Without naming any specific company, what top options would you recommend, and why? For each one, tell me what you know about them and where that information comes from.
If your brand isn’t appearing, or appears with incorrect or out-of-date information, then that situation is your starting point and should be taken seriously. Although there is one exception: this is a preliminary judgment, not a precise measurement. When you run this check once, you’ll get a snapshot of the situation; if you run it again next week, the answer could change. It is precisely because of this kind of instability that the process must involve continuous monitoring rather than a single check; a good result today does not mean your brand will still be visible next month.
- For each of the major models (ChatGPT, Claude, Copilot, and Gemini), run the prompt (above) once; since each model is based on different sources, the results will be different.
- If you’re already using Scrunch, NOW Digital can help you get more out of it.
- If you’re not using Sitecore or haven’t got Scrunch yet, NOW Digital’s AI Discoverability Audit provides you with the same baseline, with it properly measured and prioritised, without you having to commit to anything larger.
- Start by flagging the pages that receive the most traffic and are most important. This is because you need to address the questions that a buyer or a regulator is most likely to ask.
Ready to get AI-ready? Reach out today.
References
- https://www.forbes.com/sites/josipamajic/2026/06/04/bots-now-outnumber-humans-online-and-the-internet-was-never-built-for-this/
- https://www.forbes.com/councils/forbesbusinesscouncil/2026/03/02/the-zero-click-economy-why-60-of-searches-end-without-a-click-and-what-ceos-should-do-about-it/
- https://www.sitecore.com/company/newsroom/press-releases/2026/06/sitecore-acquires-scrunch-to-help-brands-influence-discovery–and-buying-decisions