Sitecore and Optimizely ship AI visibility tools: what it means for your GEO plan

Two major platform vendors moved AI visibility into their own products in 2026. Sitecore acquired Scrunch, a platform that tracks how brands appear in AI answers, and Optimizely shipped GEO tools and an Agent Visibility Analytics dashboard with CMS 13. This article sets out what each vendor actually shipped, with sources, and what it means for your generative engine optimization (GEO) plan, whatever CMS you run.

What Sitecore and Optimizely shipped in 2026

Sitecore acquires Scrunch

On June 3, 2026, Sitecore announced that it acquired Scrunch, which it describes as an AI customer experience platform that helps brands understand and improve how they appear in AI search. According to Sitecore, Scrunch shows where brand messages appear, go missing or are misrepresented in AI-driven discovery, across models such as ChatGPT, Google Gemini and Perplexity. Sitecore says Scrunch's recommendations will be automated within SitecoreAI Content Management, Content Marketing and Digital Asset Management. That integration is described as coming, not shipped.

Sitecore's AI search page lists the capabilities: prompt monitoring to show how often and how prominently a brand appears for relevant queries, citation tracking to identify the sources behind AI answers, and AI search trend monitoring. It also describes Scrunch's Agent Experience Platform (AXP), which serves content optimized for AI agents without changing the experience built for people.

In its own announcement, Scrunch says it will continue to operate as a standalone platform and support its current customers and partners. We covered the acquisition itself in Answer engine optimization goes mainstream: Sitecore buys Scrunch.

Optimizely ships GEO tools in CMS 13

Optimizely released CMS 13 on March 31, 2026. The CMS 13 release notes describe a GEO Schema Optimization agent that analyzes page content and recommends or generates schema types and JSON-LD markup, so content is easier for search engines and large language models to read. On June 10, 2026, Optimizely released the Agent Visibility Analytics dashboard in Optimizely Analytics. It uses content delivery network (CDN) log data and Agent Platform insights to show AI traffic patterns, which AI platforms visit most often and which pages attract the most AI attention.

Optimizely's CMS 13 overview adds GEO metadata and question-and-answer fields, a GEO Recommendations agent that checks pages against GEO practices, and GEO Analytics that tracks how AI crawlers access, read and reference content.

Two different signals: what AI says and what AI reads

These tools measure different things, and a GEO plan needs to know which is which.

• Answer monitoring, the Scrunch approach, looks at outputs. It asks AI models questions your buyers ask and records whether your brand appears, how it is described and which sources get cited.
• Crawler analytics, the approach of Optimizely's dashboard, looks at inputs. It reads your CDN logs to see which AI platforms request which pages.

Crawler visits tell you that AI systems can reach your content. Answer monitoring tells you whether that content shapes what they say. Neither one tells you whether AI visibility produces leads. For that, you still need your own analytics: referral traffic from AI assistants, and the forms and calls that follow.

What this means for your GEO plan

GEO is becoming a platform feature

When DXP vendors build or buy AI visibility tools, GEO moves from an experiment run by one marketer into roadmap and budget conversations. Expect these features to come up in platform renewals and upgrade proposals. Evaluate them like any other module: what problem they solve, what data they need and what they cost compared with a standalone tool.

Your content still does the work

A schema agent can suggest JSON-LD. A monitoring tool can show that an AI model describes your services wrongly. Neither one writes the clear, accurate page that fixes it. The work that improves AI visibility is mostly content work: direct answers to the questions buyers ask, consistent facts about your company across pages, structured data that matches the visible content, and the same quality in French and English if you serve both markets.

Keep your measurement portable

If your AI visibility history lives inside your DXP, changing DXP can mean losing it. Export the data you rely on, keep a baseline of the questions you track and the answers you get, and make sure the measures that matter to leadership sit in a tool you control.

You do not need an upgrade to start

Optimizely's GEO tools are documented as part of CMS 13, and Sitecore's planned Scrunch integration targets SitecoreAI. The basics work on any CMS today: let the AI crawlers you want reach your pages, render key content in HTML rather than only in client-side scripts, add structured data that matches what is on the page, and publish pages that answer specific buyer questions.

What to do, platform by platform

If you run	What changed for you	Sensible next step
SitecoreAI	Scrunch recommendations are planned inside SitecoreAI products	Ask Sitecore for the timeline and how Scrunch data will connect to your content workflows
Sitecore XP or XM	Scrunch says it will keep operating as a standalone platform	Fix the content basics first, then evaluate monitoring tools on their own merits
Optimizely CMS 13	GEO Schema Optimization agent and Agent Visibility Analytics are available	Review the schema suggestions page by page and compare crawler data with your lead data
Optimizely CMS 12	The GEO tools are documented as CMS 13 features	Weigh them as one input in your CMS 13 upgrade decision
Kentico, Umbraco, Contentful, Storyblok or another CMS	No change from these announcements	Apply the same content basics and choose measurement tools independently

A GEO checklist for this quarter

• List 20 to 30 questions your buyers ask before they contact you, in French and English.
• Check how AI assistants answer those questions today and record the results as a baseline.
• Review your robots.txt and CDN settings to confirm the AI crawlers you want can reach your pages.
• Make sure every service page states plainly what you do, for whom and where.
• Add or correct structured data so it matches visible content.
• Track AI assistant referrals and the forms they lead to, so you measure leads, not only mentions.
• Review the results each quarter before you buy a new tool.

How Sengo can help

Sengo is a bilingual EN/FR team in Canada that works across Sitecore, Optimizely, Kentico, Umbraco, Contentful, Storyblok and Coveo, so we look at GEO from the content and platform side at once. Our AI search readiness audit checks crawler access, structured data and content structure on your current site and tells you what to fix first, whether or not you plan to adopt a vendor's AI visibility tools.