Today, we announced the next step for SitecoreAI: a connected way for brands to see how they appear in AI-generated answers and how to improve the content behind those answers.
Buyers are asking AI platforms for answers before they ever reach your site. That means your brand may already be part of the decision, whether you can see it or not.
At our latest SitecoreAI product launch, we showed how Sitecore is helping brands take control of this new reality.
With the integration of Scrunch and the launch of Marketing IQ, SitecoreAI now helps marketers move from AI visibility to action. Teams can understand where their brand is showing up, where it’s not, and what needs to change, then use SitecoreAI to update, govern, personalize, and measure the experiences that follow.
Here are the main announcements.
What’s AI saying about your brand?
The first challenge for marketers now is visibility.
Your brand might be showing up in AI-generated answers. It might be missing completely. Or it might be appearing in a way that’s inaccurate or weaker compared to your competitor’s.
With Scrunch now integrated into SitecoreAI, marketers can see where their brand is being cited or if it’s not being cited at all, and where competitors are gaining ground. They can also track prompts and view the actual AI-generated exchanges to understand what customers are asking and whether the response was accurate.
This moves AI visibility beyond a basic score or dashboard. It gives teams a clear view of where their brand stands in AI discovery in real-life scenarios.
How do you improve the answer once you can see it?
Seeing the issue is only useful if you can act on it. Scrunch identifies where your brand is missing, misunderstood, or losing ground in AI-generated answers. It also shows what needs to change, giving teams clear next steps such as:
- Restructure a page
- Add missing product details
- Clean up markup
- Update outdated content
- Improve content that competitors are currently winning on
Those insights then flow into SitecoreAI. Teams can act on them directly, or route them to governed AI agents that understand brand context and follow approval workflows. Either path leads to content that's optimized, approved, and published in the platform they already use.
This is the important shift. AI discovery is no longer treated as a separate monitoring exercise. It becomes part of the content workflow.
How does Scrunch AXP help AI understand your website?
A major issue for brands is that AI agents do not always read websites the same way people do. A page may look polished to an individual visiting but appear messy or incomplete to an AI crawler because of JavaScript, heavy markup, or content that does not render cleanly. Scrunch AXP helps solve that by serving AI agents a clean, structured version of the page that’s easier to understand and cite.
Human visitors still see the full website experience. Search engines still see the standard pages. AXP steps in specifically for AI bots, helping them access the right content in a format they can use.
The launch also introduced Knowledge Studio, which helps brands bring approved internal knowledge into the picture. That could include messaging, positioning, competitive differentiators, or recently approved product information that may not yet live on the public website.
How does SitecoreAI support governed action?
The launch also showed how Scrunch insights connect into the wider SitecoreAI platform, including the DAM, CMS, Page Builder, translation agents, and Design Studio.
When teams identify a content gap, they shouldn’t have to chase assets or rebuild everything manually. In SitecoreAI, teams can find the right assets, update outdated content, route work through approval, localize pages for different markets, and create new components using the same connected platform.
The DAM plays a key role here. It acts as the governed source of truth for content and assets, making sure teams can move quickly without losing control over brand, structure, metadata, or approvals.
What’s Marketing IQ?
Marketing IQ is the intelligence layer behind SitecoreAI. It connects four critical areas: content, brand context, customer data, and performance.
That shared context helps SitecoreAI agents understand what exists, what the brand rules are, who the audience is, and what’s actually worked before.
That means AI is not just generating content in isolation. It’s working from the brand’s own standards and performance data.
Marketing IQ is what helps the platform make smarter recommendations and personalize experiences.
Why you should care
The launch made one thing clear: showing up in AI answers is not the final goal.
More visibility only matters if it brings the right buyers to your site and helps them take action. SitecoreAI connects AI discovery, content optimization, personalization, and performance measurement so teams can understand what changed and why it matters.
Marketers can see whether visibility, citations, and share of voice improved. They can also connect those improvements to engagement, conversion, pipeline influence, and revenue impact.
That’s the bigger story behind the launch.
SitecoreAI’s helping brands move from AI visibility to action, and from action to measurable business results.
Those were just the major announcements. We also introduced updates including Content SDK and expanded Sitecore Pathway support for migration from XP or any CMS, with more details available on the product strategy page