Brands are now defined by AI rather than themselves, says Scrunch AI CEO

In this episode of Simulated Reality, Chris Andrew, CEO of Scrunch AI unpacks the disruptive impact of AI-powered search tools like ChatGPT and Perplexity on traditional SEO and digital brand presence. He explains how user behavior is shifting away from keyword-driven Google searches toward natural language queries in AI interfaces, essentially altering how brands are discovered and represented. As Chris puts it, “Brands are no longer what they say they are, they’re what AI says they are.” He breaks down how his company helps enterprises adapt to this shift by monitoring how they appear in AI-generated answers, identifying gaps in content representation, and optimizing infrastructure to be better understood by AI crawlers. This highlights how AI search now values human-like, inten