For the first time in the history of the internet, machines generate more web traffic than humans.

AI search is the reason why.

AI platforms like ChatGPT, Perplexity, Gemini, and Claude have transformed how consumers discover, research, compare, and decide.

Not by browsing the internet, but by asking AI user agents to do it for them.

These agents are now the brokers between brands and buyers, shaping which products and services win human attention, time, and money.

That means every brand now has two audiences:

1. The agents researching, interpreting, summarizing, and recommending on a person's behalf
2. The people those agents work for—the ones who ultimately land on your website and take action

Most of the market is still treating this as an AI visibility problem. We see it as an agent experience problem.

Solving it requires a new way of thinking—and a new category of technology.

Not tools for scaling and automating outdated playbooks. But a platform for managing and optimizing the agent experience from end to end.

To do that, you need the ability to:

• Observe what agents say and do—in AI platforms and on your site.
• Understand agent behavior to identify and prioritize optimization opportunities.
• Deliver what agents need to understand, reference, and recommend your brand.

There’s a name for this new category: Agent Experience Platform (AXP).

It’s no longer just a part of our product, but the product itself. A closed loop—from agent discovery to content delivery—powered by always-on intelligence.

This is what comes next for Scrunch, our customers, and the future of agent experience.

Observe what agents say and do

Without visibility into AI agent activity—both out in the world and on the web properties you own—you have no idea what to do, let alone what to do first.

What questions people are asking. How you and your competitors show up in answers. Which URLs agents consume and cite. How that translates to human traffic and revenue.

Most products put the work on you. To run the numbers, interpret the data, uncover the insights, and decide what’s worth acting on.

Scrunch serves the answer directly to you, automatically, wherever you work.

Our new response intelligence feature—Signals—continuously assesses how AI agents represent your brand in answers, detects meaningful changes, tells you why they matter, and explains what to do about them.

Threshold breaches, trend shifts, anomalies, emerging sub-brands and competitors. We show you what’s changed, why you should pay attention, and your best next action. Inside Scrunch, your email inbox, or other channels.

At the same time, we believe you should be able to ask and answer any question you have about your AI search performance, whenever and however you want.

So we built Explorer—a self-serve analytics surface built on top of your live AI search data. Think of it like a fully composable business intelligence layer inside of Scrunch.

Mix and match metrics, filters, and breakdowns to build bespoke data visualizations. Or describe what you’re looking for in natural language and let AI do it for you, in Scrunch or your chatbot of choice.

Every view can be turned into a completely customizable dashboard. And every view is shareable as a link. Drop it in Slack, email, Notion—wherever your team works.

Together with our other observability features—Shopping, Trends, Agent Traffic, AI Referrals—you get full and flexible visibility into all agent activity.

That data—both what agents say about your brand and what they do on your site—is the foundation of our always-on intelligence loop.

Understand agent behavior

Lots of inputs shape AI answers: third-party articles, online reviews, competitor content, social posts.

But your website is the single biggest input you control, and every page is a chance to speak more clearly to AI agents.

Most products show you how you appear in AI answers, not why or what’s holding you back. You’re left to piece together what’s tripping agents up, whether the issue is technical or editorial, and what to fix first.

Scrunch hands you a prioritized to-do list based on a site-wide analysis of how agents access and navigate your web properties, no guesswork necessary.

Our new site analysis product—Site Diagnostics—summarizes your website performance and gives you scalable recommendations to improve it.

Technical blockers. Content in need of restructuring. Information gaps that require fresh copy.

We show you what’s working, what’s not, and how to fix it, with each recommendation prioritized by its impact on agent citeability and retrievability.

Site Diagnostics is built on something no one else in our industry has: a predictive model trained on your AI search performance data and our proprietary data science research.

The result is a roadmap for continuous optimization, based on a page-by-page breakdown of your web properties, with no CDN integration required.

See top priority issues, map them to affected pages, understand how fixes will impact performance, and act on them in whatever way fits your workflow—a ticket to your team, a Markdown export for your coding agent, a push to your CMS, or hands-off delivery at the edge.

Understanding why agents behave the way they do—and exactly what to do about it—is the bridge between what you observe and what you deliver.

Deliver what agents need

AI agents don't experience your website the way humans do.

Animated slideshows. Stylized navigation menus. Dynamic content loading. It's all buried in JavaScript and technical cruft that agents have to battle in order to retrieve your content.

Most products approach this problem by ignoring it completely. Their solution is to pump out high volumes of AI-generated content in the hopes that agents will bite.

Scrunch makes the content you already have unmissable to AI—maximally accessible, readable, and recommendable.

Our content optimization feature—Optimizer—is now powered by Site Diagnostics’ data-backed recommendations for what to update or create. Combined with our Knowledge Studio feature, Optimizer pulls from approved internal sources to create accurate, agent-ready content that’s true to your brand.

Next, our content delivery system strips away superfluous code and technical clutter so you can serve optimized content straight to agents at the edge—all while leaving the human experience of your website completely unchanged.

We offer two ways to do it: Universal Optimization and Adaptive Optimization.

Universal Optimization transforms your agent-facing website into token-light, JavaScript-free HTML. We automatically remove the mess agents don't need—analytics scripts, tracking pixels, layout shells, lazy-loaded UI—while fixing common structural issues, like heading hierarchy, semantic landmarks, and orphan tags.

Your most highly agent-trafficked pages are prerendered; the rest are rendered on the fly.

Adaptive Optimization does everything above and more. We automatically implement approved Site Diagnostics optimizations to your content, deliver restructured and enriched pages directly to agents, and reoptimize content week over week as the data changes.

That's the loop in motion: Observe, understand, deliver, repeat.

You have two audiences now—serve them both

The future doesn’t belong to brands that simply monitor AI search performance.

It belongs to brands that build a customer experience specifically for their new primary visitors: AI agents.

That’s the belief behind everything we've built at Scrunch over the past three years.

Now, as a Sitecore company, we’re going all in.

The old software model was passive. You logged into dashboards, pulled reports, dug through the data, and decided what to do next.

The new model is active. Scrunch continuously detects changes, identifies opportunities, and delivers optimizations—both to your team and the agents crawling your site.

All so you can reach the person on the other end of the prompt. Consistently, accurately, and favorably.

We’ll begin rolling these product updates out today, starting with the beta launch of Signals and Explorer. Both are available to all Scrunch customers on all plan levels.

Stay tuned for deeper dives into each part of our Agent Experience Platform in the days ahead.

Your brand isn’t built for agent experience. Now it can be.

Welcome to the next chapter for Scrunch—and the future of agent experience.

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