Sitecore has just acquired Scrunch, an AI search optimisation platform, and the move is worth paying attention to – not because of the deal itself, but because of what it reveals about where digital experience is heading.
Before a prospect reaches your website, fills in a form, or speaks to a salesperson, they may already have an opinion of you — formed not from your carefully crafted homepage or your latest campaign, but from an AI-generated answer inside ChatGPT, Perplexity or Microsoft Copilot.
If your brand appeared in that answer, clearly and accurately, you’re already in the conversation. If a competitor appeared instead — or if you were misrepresented, or simply absent — the evaluation may already be over.
That’s the problem Sitecore is moving to solve. And it matters well beyond the Sitecore ecosystem.
Most enterprise brands running a DXP like Sitecore have spent years building substantial content estates. Product pages, FAQs, thought leadership, case studies, regional variants, campaign content. The investment is real and the content is good.
The problem is that most of it was built for human visitors — rich, interactive, layered with JavaScript, personalisation engines and media components. AI agents don’t experience any of that. They retrieve, parse and compress. If your content isn’t structured clearly enough to be retrieved and understood, it won’t be cited — regardless of its quality.
Scrunch’s Agent Experience Platform addresses this directly. It creates a lightweight, machine-readable version of your site that AI agents can actually use, running in parallel with your existing experience rather than replacing it. Your human visitors get the full digital experience. AI agents get a clean, structured layer they can parse, trust and cite.
Sitecore has confirmed that Scrunch’s recommendations will be built into its AI Content Management, Content Marketing and DAM workflows — which means the insight and the action sit in the same place, rather than in a separate dashboard nobody has time to action.
At Remarkable, this connects to work we’re already doing with clients on Answer Engine Optimisation and Generative Experience Optimisation. The principles are consistent regardless of platform: content needs to be structured for retrieval, entities need to be clearly defined, answers need to be findable, and the content estate as a whole needs to be coherent enough for AI systems to trust it.
The questions worth asking are practical ones:
The Sitecore acquisition signals that these questions are moving from specialist SEO territory into the mainstream of digital experience strategy. For digital leaders already managing complex content estates, the audit of AI readiness is becoming as important as the audit of human experience quality.
The opportunity isn’t to rebuild everything. It’s to understand where the gaps are — which content is working hard in AI search, which is invisible, and which is actively undermining your position — and to close those gaps systematically.
That’s a content and DXP conversation as much as it is an SEO one, and it’s one Remarkable is well-placed to help with.
Revolution is built to empower. Connect your vision. Enable your teams. Accelerate your growth.
Are you ready to start your Revolution?
