What Happened

Sitecore acquired Scrunch, an answer engine optimization (AEO) platform, for $225M. Scrunch focuses on optimizing content for AI search agents like ChatGPT and Perplexity, using algorithms distinct from traditional SEO.

Who Is Affected

Marketers, PR teams, and martech users are directly affected. Scrunch’s existing customers can continue using it as a standalone tool, while Sitecore plans to integrate its features into its platform.

Market Impact

• Martech is evolving to prioritize AI search optimization, forcing users to choose between standalone AEO tools or embedded platform solutions.
• Earned media is regaining importance as AI search agents value authoritative content from sources like Reddit and review sites.
• PR and marketing teams may need to collaborate more closely on unified platforms to optimize for AI search.

What to Watch

Monitor how Sitecore integrates Scrunch’s AXP (Agent Experience Platform) and other tools into its offerings. Also, watch for shifts in marketing budgets as businesses balance investments in AEO versus traditional SEO.