Digital experience platform (DXP) provider Sitecore has acquired AI customer experience platform Scrunch. Scrunch provides visibility into where brand messages are appearing, missing, or misrepresented in AI-driven discovery. Along with SitecoreAI, it will allow brands to shape and manage content across AI ecosystems and other digital channels.

“AI has changed buyer behavior forever. We’re at a pivotal moment where companies must rethink traditional digital strategies and accept that the internet must be written for machines to understand if we want humans to experience it. With Scrunch, we enable our customers to understand how they are represented in AI-generated answers and automatically act on those insights, maximizing how they reach, engage, and serve their customers. We’re helping brands show up with greater clarity, authority, and relevance so they can build trust, increase share of voice, and influence decisions early in the buying journey when it matters most, ” said Sitecore CEO Eric Stine.

Elsewhere, Bloomreach announced Loomi Marketing Agent, Strapi launched its MCP Server, and Liferay announced Liferay AI Hub.

Featured Stories

• Bloomreach Brings AI Agent to General Availability to Solve One of Marketing’s Most Expensive Problems: Keeping Customers: “You earn loyalty by delivering value that’s genuinely relevant to each customer, by giving them a reason to come back. Our agent makes that possible at scale for marketing teams.”

• The Strapi MCP Server Is Out: “This is early access, not a finished line. The teams that wire real agent projects against the Beta are the ones who shape what the production release looks like.”

• Liferay Launches Liferay AI Hub: “The typical enterprise governance foundation includes access controls, data policies, and security infrastructure that have taken years to assemble. Liferay AI Hub lets organizations apply all of that to AI without starting over.”

• commercetools and Vision Healthcare Expand Partnership: “By investing early in AI-ready commerce foundations, Vision Healthcare is positioning itself to participate in the next generation of commerce experiences as they emerge.”

Stories that caught our eye

1. Salesforce Acquires Contentful to Power Agentforce Content: CMSWire compiles the CMS industry's thoughts on the Contentful acquisition.

2. SilverTech Partners with Optimizely: Helping enterprises improve performance, experimentation, personalization, and more.

3. Live Story Expands Into Europe’s Most Innovation-Driven Markets: More growth for the no-code frontend creative platform.

4. NIQ Launches Product Intelligence to Power AI-Driven Commerce: Enriching fragmented product data to help fuel AI discovery and agentic commerce.

5. Wix Named as Partner in OpenAI's Codex Enterprise Launch for Sites: Codex users can now connect to Wix Headless through MCP and APIs.

6. What Enterprises Content Teams Should Know About Contentful: The changes that an acquisition can mean for organizations.

7. Contentful and the Limits of "Buy European": Contentful now falls under the US CLOUD Act.

The word on the street…

1. [LinkedIn]: Stacks not suites: Contentstack CEO Neha Sampat shares her company’s POV following the Contentful acquisition.

2. [LinkedIn]: Whose content can be operated by AI: Chief Strategy Officer at Plan.Net, Jens-Christian Jensen, explains what DXP vendors should be paying attention to.

3. [LinkedIn]: The CMS world had a week: Webiny CEO Sven Al Hamad shares the one less from the Wix and Webflow restructurings and Contentful being acquired.