Old School Search: Scrunch Can Help You

March 25, 2025

Google, DuckDuckGo, Bing, and other search engines have incorporated AI into their search algorithms. AI, however, remains regulated to generative text and chatbots. It’s also doing very little to assist companies with their Web presences Tech Crunch shares how one startup wants to change that: “Scrunch AI Is Helping Companies Stand Out In AI Search.”

Scrunch AI developed a platform that assists companies with auditing and optimizing how their appear on AI search platforms. The platform shows how a company’s online information interacts with AI Web crawlers. Scrunch also funds inaccuracies and gaps in information.

The CEO and co-founder of Crunch AI Chris Andrew said he got the idea for the platform when he realized that he expected ChatGPT to do the browsing for him. He shared the idea with CMOs who noticed that their companies received high-quality traffic from AI search engines. The rub, however, was that the companies received different results from different platforms.

While there are companies that concentrate o this task, he says Scrunch goes further than then:

“Andrew thinks his startup stands out thanks to its focus on the customer journey as opposed to just how a brand shows up in initial search results. He feels the company is also taking it a step further by not just focusing on search results by a human through an AI search engine, but rather on searches performed by AI agents. ‘I think people were like, ‘How do we use AI to make our website better?’ And my mindset was like, ‘Your website’s going to need to be for an agent or crawler in the future,’” Andrew said. ‘That theory has kind of really played out with our customer base at the enterprise level saying our brand is no longer what we say it is. It’s what ChatGPT, Gemini, Siri, Google AI Overviews say it is.’”

Consistency and accuracy is important in this digital age. Andrew has a great idea but will Scrunch optimize search engine AI or will it generate AI slop?

Whitney Grace, March 25, 2025

Written by Stephen E. Arnold · Filed Under AI, News, Search

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Stephen E. Arnold monitors search, content processing, text mining and related topics from his high-tech nerve center in rural Kentucky. He tries to winnow the goose feathers from the giblets. He works with colleagues worldwide to make this Web log useful to those who want to go "beyond search". Contact him at sa [at] arnoldit.com. His Web site with additional information about search is arnoldit.com.