SITECORE BUYS SCRUNCH FOR $225M

The $225 million acquisition adds Scrunch's AI search optimization capabilities to Sitecore's existing portfolio. Scrunch helps brands improve their appearance in generative search engines, addressing a growing concern as AI-powered search tools reshape how consumers discover information online. The deal reflects intensifying competition in digital experience management as companies adapt to algorithmic changes. AI-generated search results have become a critical channel for brand visibility, prompting businesses to develop new strategies for content optimization. Sitecore, which provides digital-experience software for enterprise clients, continues expanding its platform through acquisitions. The Scrunch purchase strengthens its offerings for brands navigating the evolving search landscape as AI tools like ChatGPT and Google's Gemini gain adoption. Financial terms were confirmed through Bloomberg, though details on integration timelines and organizational structure were not disclosed.