AI discoverability powered by Scrunch
AI tools, such as ChatGPT, Claude, Gemini, Google AI Overviews, and Perplexity, are becoming the primary way people discover brands and form opinions, often before they visit a website. When someone asks an AI tool about your industry or product, the tool may cite your content as a source, mention your brand by name, or not surface your brand at all. Whether and how your brand appears in AI answers directly affects how people perceive it.
You can't control the exact output of an AI tool, but you can influence it. AI tools draw from publicly available web content to generate their answers. By optimizing that content, you can improve how often and how accurately your brand appears in AI answers. This works similarly to traditional SEO: you can't force a ranking, but you can influence it by publishing better, more discoverable content.
AI discoverability features
AI discoverability in SitecoreAI is a set of features powered by Scrunch, available in SitecoreAI CMS and SitecoreAI DAM. Together, these features help you move from insight to action:
- In SitecoreAI CMS, you use Strategy to monitor AI visibility, Channels to identify AEO (answer engine optimization) opportunities, and the Page Builder to review and publish content updates.
- In SitecoreAI DAM, you connect approved brand content to Scrunch Knowledge Studio, where Scrunch converts it into trusted knowledge documents for AI tools.
SitecoreAI CMS
Signals are brand-level insights that identify meaningful changes in how AI tools discover, cite, and recommend your brand. A signal can represent either a sudden shift or a sustained trend in a metric. You can view signals on the SitecoreAI Strategy page.
Signals support a continuous cycle of monitoring and improvement:
- Monitor - Scrunch continuously tracks how AI tools cite and mention your brand.
- Surface - SitecoreAI presents the signals and content recommendations Scrunch identifies.
- Activate - you review and publish the recommended content updates.
- Measure - Scrunch re-evaluates your brand's AI visibility.
AEO opportunities help you identify content improvements and recommend specific changes that can strengthen your presence in AI experiences. Applying these changes can make your content easier for AI tools to discover, understand, and cite when generating answers. You can view AEO opportunities in Signals, on the SitecoreAI Channels page, and in the Page Builder.
To use AI discoverability features in SitecoreAI CMS, you need:
- Access to SitecoreAI CMS.
- Access to Scrunch.
- A connection between SitecoreAI CMS and Scrunch.
SitecoreAI DAM
Knowledge Studio lets you connect approved brand content stored in SitecoreAI DAM to Scrunch Knowledge Studio. Scrunch uses this content to create trusted knowledge documents for AI tools, helping them provide current, complete, and accurate information about your brand.
Knowledge Studio follows a document lifecycle:
- Generate - create a knowledge document from your approved SitecoreAI DAM source documents.
- Review - Scrunch agents flag sensitive content, factual errors, and conflicting information. Resolve all comments.
- Approve - approve the document to make it available as a trusted source for AI tools.
- Refresh - after updating your DAM content, refresh sources and regenerate the document to keep it current.
To use AI discoverability features in SitecoreAI DAM, you need:
- Access to SitecoreAI DAM. References to SitecoreAI DAM in this documentation also apply to Content Hub.
- Access to Scrunch.
- A connection between SitecoreAI DAM and Scrunch.
Limitations
AI discoverability features currently support only the web channel and do not include personalization capabilities. Sitecore will introduce support for additional channels in a later release.