Sitecore Ships MarketingIQ to Turn AI Search Visibility Into Revenue

Sitecore has launched MarketingIQ, a SitecoreAI capability that turns Scrunch's AI search findings into staged content fixes, announced Nov. 11 at the Walt Disney Swan and Dolphin Resort in Orlando. It arrives exactly a year after SitecoreAI's debut at Symposium 2025 and five months after Sitecore bought Scrunch — a deal Bloomberg reported at roughly $225 million.

The logic is simple enough. Scrunch monitors how brands appear in AI answers on platforms such as ChatGPT and Google Gemini, and its Agent Experience Platform reformats content so AI agents can read it. MarketingIQ acts on what Scrunch finds. It draws on approved brand knowledge to build content and campaigns, then coordinates people and AI agents to ship them.

What does MarketingIQ actually do?

Sitecore describes two capabilities working together: contextual intelligence, meaning an understanding of the brand and its business, and AI agent orchestration, which coordinates the work needed to act on findings. MarketingIQ connects activity in AI search platforms with four internal inputs:

• The organization's approved knowledge and content
• Its business objectives
• Evidence about its customers
• Results from previous campaigns

Work starts two ways. A marketer can ask MarketingIQ to pursue a business goal, or the system can surface an opportunity on its own from customer behavior, market changes or campaign results. It then finds approved content, identifies what can be adapted, proposes changes, flags gaps and generates new content where needed.

How does it fix a wrong AI answer?

Sitecore's example: an AI answer leaves out a brand or lists outdated pricing. Scrunch spots the problem. MarketingIQ checks the brand's approved product information, drafts a proposed fix and stages it for review. Once approved, it coordinates the people and agents to finish the job, and teams measure three things: visibility, qualified traffic and conversion. Results feed the next recommendation, closing a loop that AI analytics vendors have long promised.

Nothing ships without a human. Generated content is "always subject to review, edit, and approval of the marketer," Sitecore said, and "nothing leaves a staging area without human involvement."

Who's backing it?

IFS, the only customer Sitecore named, framed the launch as the step after visibility tracking. "It's one thing to understand how we show up in AI-based search results, but it drives little value unless you act upon it," said IFS CMO Oliver Pilgerstorfer. "Now we can act on the findings, see the work turn into qualified pipeline and, ultimately, drive revenue growth. It's an investment in outcomes."

CEO Eric Stine tied the launch to the acquisition. "Conversational AI has redefined how customers discover information and make decisions about brands and their products and services," Stine said. "We're turning insight into action and that action into revenue, so marketers can work at the level of their ambition."

What's in the capability set?

Per Sitecore's Nov. 11 announcement:

• Access where marketers work: supported capabilities available from ChatGPT, Claude, Microsoft Teams, Slack and other apps, with permissions and approvals carried through
• AI discovery support: pages designed for AI agents expose authoritative brand information
• Guided goal-to-execution paths: evidence, plan, content, approvals and measurement in one place
• Connected content operations: links to DAM for approved assets, usage rights and workflows
• Customer agent actions (planned): would let customers' own AI agents request a demo or register for an event, subject to permissions

What's still open?

Plenty. At Symposium 2025 on Nov. 4, Stine promised "hundreds of agents live by the end of the year" — SitecoreAI launched with 20. He also criticized vendors "trying to monetize AI separately because if your product is not AI, you can't compete." Whether MarketingIQ carries its own price is unanswered. And the DXP label Stine defended last year — "Our CMS platform no longer is a CMS platform. It is a DXP" — appears nowhere in the release, which now calls Sitecore "a global leader in AI-enabled digital marketing software."

The competitive backdrop explains the rush. Semrush conversion data shows LLM-referred visitors are 4.4 times as valuable as organic search arrivals. Adobe acquired Semrush and launched Adobe Brand Visibility in June 2026; Optimizely partnered with Conductor. Sitecore bought Scrunch. Everyone's buying their way into the answer engine.