- GEO
- AI visibility tracking
Scrunch AI: see how AIs talk about your brand and read your site
Good tool
Scrunch AI measures a brand’s place in answers from ChatGPT, Perplexity, Gemini, Copilot or Google’s AI Overviews: you enter the questions your customers ask, and the tool records who gets cited, in what position, from which sources and against which competitors. It goes further than most of its rivals by also looking at the other side of the relationship, the AI crawlers that come to read your site, and by offering to serve them a version tailored to them. An established GEO player, it is aimed first and foremost at large brands and agencies.
What is Scrunch AI?
Scrunch presents itself as an online platform built around three areas. The first, tracking, starts from a list of prompts: Scrunch regularly submits them to the assistants, through browser automation or the official APIs, then analyzes each answer. You can see whether the brand is present, its position, the tone used, the sites cited as sources and competitors’ share, with filters by topic, persona, stage of the buying journey or country. Nine platforms are supported, but the entry plan covers only four.
The second area looks at the site itself. Connected to the CDN or hosting logs (Cloudflare, Akamai, Fastly, AWS CloudFront, Vercel or WordPress), Scrunch lists visits from AI crawlers and sorts them by role: collection for model training, indexing for answer engines, live reading when a user asks a question. It flags the most-read pages, the ones that return errors and, through a connection to Google Analytics, the human visits that came from an AI. Page audits and content recommendations round out the package.
The third, AXP (Agent Experience Platform, renamed Agent Pages in the menus), is the most original. The CDN detects AI agents and serves them a lightweight version of the site, in plain HTML, without JavaScript and structured to be easy to understand, while human visitors and Google’s and Bing’s crawlers keep seeing the regular site. This component is reserved for the Enterprise plan.
Two caveats are in order before seeing it as a universal fix. Google’s AI answers, including AI Overviews and AI Mode, and Gemini draw on Googlebot’s index, which keeps receiving the regular site: the “agent” version does nothing for them. And serving different content depending on the visitor is only acceptable if both versions say exactly the same thing; as soon as they diverge, you are in cloaking territory, with the risk that a search engine or a misidentified agent lands on the wrong version.
The company was founded in 2023 by Chris Andrew and Robert MacCloy, two former executives at Hearsay Systems, a software company since acquired by Yext. Based in Salt Lake City, with a largely remote team, it has raised $26 million, including a $15 million Series A in July 2025, and says it has more than 500 brand and agency customers, from Lenovo to Crunchbase. In June 2026, Sitecore, which makes content management software for large companies, acquired it; Scrunch is now presented as a Sitecore company and is still sold under its own name.
Scrunch AI at a glance
- Type
- Online AI visibility platform (SaaS)
- Founded
- 2023
- Founders
- Chris Andrew and Robert MacCloy
- Origin
- United States
- Headquarters
- Salt Lake City, Utah
- Owner
- Sitecore, since June 2026
- AIs tracked
- 4 on the Core plan, 9 on Enterprise
- Free plan
- No, 7-day trial
- Starting price
- $250/month (Core)
What is Scrunch AI used for?
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Track your brand in AI answers
presence, position and tone in answers from ChatGPT, Perplexity, Copilot or Google’s AI Overviews on your customers’ questions.
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Compare yourself with competitors
each one’s share of the answers, broken down by topic, persona, country or stage of the buying journey.
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Spot the sources behind answers
the pages and sites the assistants rely on, so you know where your brand needs to be present.
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See AI crawlers come through
visits from GPTBot, ClaudeBot, PerplexityBot and the rest, read from your CDN logs, with the pages viewed and the errors encountered.
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Measure visits coming from AI
sessions, conversions and landing pages for visitors sent by an assistant, through the Google Analytics connection.
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Serve a version for agents
with AXP, a lightweight, readable copy of your pages, delivered only to AI agents by your CDN (Enterprise plan).
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Audit your pages
audits and recommendations to fill the content gaps that keep AIs from presenting you well.
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Connect your own tools
Data Studio, API, MCP server and command line to use the data elsewhere, on the Enterprise plan.
Scrunch AI review
Good tool
In a GEO market where most tools start from the questions put to chatbots, Scrunch has made the other side its specialty: what AI crawlers actually do on your site, all the way to serving them a version of the site built for them. Knowing that ChatGPT comes to read your product pages but stumbles on JavaScript pages, or that a given crawler ignores an entire section, is concrete information drawn from your own logs, and therefore much more solid than a score. The interface is quick to learn, the recommendations are easy to read and the support is serious, which matters on a subject most teams are just discovering.
The visibility side, however, shares the limits of the whole category. The numbers come from prompts that Scrunch itself submits to the assistants, not from real users’ conversations, and an AI answer changes from one day to the next and with the wording. It is better to read it as a trend than as a measurement, and not to mistake a visibility percentage for a market share. With 125 prompts and four AIs on the entry plan, the sample is also modest, and both the exports and the depth of the data sometimes leave you wanting more.
It is above all the entry price that sorts customers. At $250 a month for a single brand, one country and one language, with no Claude or Gemini, Scrunch costs considerably more than mainstream tracking tools, and everything that most clearly sets it apart, AXP, the API or full AI coverage, requires an Enterprise quote. The seven-day trial also requires a credit card and turns into a paid subscription if you don’t cancel.
Finally, AXP deserves a cautious look. Serving agents a different version of your site means keeping it rigorously up to date: on the day we checked, Scrunch’s pricing page as read by an AI crawler showed an old price grid, different from the one human visitors see. The Sitecore acquisition also adds uncertainty about the roadmap for those who don’t use its software. All in all, a solid tool, ahead of the curve on agent accessibility, designed for large brands far more than for small businesses.
Strengths
- AI answer tracking and analysis of the crawlers visiting your site in a single platform.
- Crawler data drawn from CDN logs, so real rather than simulated.
- AXP, a rare approach for making a site readable by agents without touching the human version.
- Quick to learn, with clear recommendations and responsive support.
- An agency plan with multiple brands, prospecting workspaces and unlimited seats.
Weaknesses
- A high entry price, billed per brand, with no free version.
- Only four AIs on the Core plan: Claude, Gemini, Meta AI and Google’s AI Mode require Enterprise.
- AXP, the API and Data Studio reserved for the Enterprise quote.
- Visibility scores based on simulated prompts, which fluctuate from day to day.
- A seven-day trial with a credit card and automatic conversion to a subscription.
- A roadmap now tied to Sitecore’s.
Is Scrunch AI worth it?
Yes, if you run the site of an established brand, with significant traffic and control over your CDN: Scrunch will tell you both what AIs say about you and what their crawlers actually read, then give you the means to act on both. Agencies also get their money’s worth with a dedicated plan, designed for tracking several clients and preparing pre-sales work.
Not necessarily, if you are just getting into the subject, as a small business or a freelancer, and only plan to track a few dozen questions. Otterly.AI or Peec AI cover that tracking need at a more affordable price, and the modules built into SEO suites, such as Semrush’s AI Visibility Toolkit or Ahrefs’ Brand Radar, are a logical next step if you already pay for one of them. At the other end of the market, Profound targets the same large accounts as Scrunch, also on a quote basis. And if crawler activity is all you care about, a server log analysis tool can already show a good part of it, and sites behind Cloudflare get a free report on AI crawlers in their dashboard, with the option to allow or block each one.
How much does Scrunch AI cost?
Scrunch is billed monthly, in dollars, with two separate price grids: one for brands, the other for agencies. Each offers a plan with a public price and an Enterprise plan on quote. Pricing is per tracked brand: each additional brand needs its own subscription, except on Enterprise or the agency plans.
| Plan | Per month | Included | Who it's for |
|---|---|---|---|
| Core | $250 | 125 prompts, 5,000 answers a month, 4 AIs, 1 brand, 1 country, 1 language, 5 users, 5 audits a month, AI crawler analysis | A brand that wants to measure its visibility before going further |
| Enterprise | Custom pricing | Custom volumes, 9 AIs, AXP, full audits, API, Data Studio, SSO, dedicated team | Large brands, multiple sites, countries or languages |
| Agency Core | $500 | 250 prompts, 10,000 answers a month, 3 client brands, 3 prospecting workspaces, unlimited users | Agencies tracking a few clients |
| Agency Enterprise | Custom pricing | Custom brands, prospecting workspaces and volumes, AXP, SSO, dedicated team | Large agencies |
Source: official Scrunch pricing page, checked on October 31, 2026.
- The free trial lasts 7 days on the Core plans; it requires a credit card and turns into a paid subscription unless you cancel.
- An extra user costs $25 a month, or $75 a month for five seats.
- The annual discount, equivalent to two months free for paying upfront, is reserved for Enterprise customers.
- If you go over the limits, access isn’t cut off: the vendor suggests moving to a better-suited plan.
FAQ
Answers to questions about Scrunch AI
Is Scrunch AI free?
No. The site offers a free AI visibility audit for one URL, then a 7-day trial that requires a credit card. Subscriptions start at $250 a month with the Core plan.
Which AIs does Scrunch AI track?
The Core plan covers ChatGPT, Perplexity, Microsoft Copilot and Google’s AI Overviews. The Enterprise plan adds Claude, Gemini, Meta AI, Google’s AI Mode and Grok.
What is AXP at Scrunch?
AXP, or Agent Experience Platform, serves AI agents a simplified version of a site’s pages, in HTML without JavaScript, through the CDN. Human visitors and Google’s and Bing’s crawlers still see the regular site. The service is reserved for the Enterprise plan.
Who is behind Scrunch AI?
The company was founded in the United States in 2023 by Chris Andrew and Robert MacCloy. Since June 2026, it has belonged to Sitecore, which makes content management software for large companies.
Information checked on October 31, 2026