Sitecore today introduced MarketingIQ, a product inside its SitecoreAI platform that takes findings about how brands appear in AI-generated answers on services such as ChatGPT and Google Gemini and turns them into proposed content and campaign changes, which marketers must approve before anything is published. Chief executive Eric Stine presented it at Sitecore Symposium, the company's annual conference, held this year in Orlando.

The launch comes a little over five months after Sitecore acquired Scrunch, the AI search visibility company whose monitoring supplies the insight half of the product. MarketingIQ is the execution half: it reads a brand's approved product information and existing content, stages a proposed response, and then coordinates the people and software agents needed to publish it. What Sitecore did not publish today is equally telling. The announcement carries no price, no general availability date, no count of AI platforms monitored and no customer performance figures.

In Short

Sitecore today launched MarketingIQ, which connects Scrunch's data on how brands show up in ChatGPT and Gemini answers to Sitecore's content and campaign tools, so a flagged problem becomes a drafted fix. It matters to marketing teams already on SitecoreAI, because the product comes with that license and is pitched as a way to tie AI visibility work to pipeline and revenue. What changes is the workflow rather than the evidence: every draft waits in a staging area for human approval, and Sitecore released no price, launch date or customer results.

What MarketingIQ does

According to Sitecore, MarketingIQ "connects market insights, brand intelligence, and marketing operations in SitecoreAI." The company describes two underlying components. The first is contextual intelligence, which Sitecore defines as an understanding of the brand and its business. The second is AI agent orchestration, which coordinates the work needed to act on what that understanding turns up.

The inputs are broad. MarketingIQ connects activity in AI search platforms with the organization's approved knowledge and content, its objectives, and evidence about customers and previous results, according to the announcement. From there, Sitecore says the system "determines which facts support a claim, which audiences and products they apply to, and what content is suitable to use." That last phrase describes a governance layer as much as a creative one: the product is meant to know which statements a brand is entitled to make, and where.

Work can start in two ways. A marketer can ask MarketingIQ to pursue a stated business goal, or the system can surface an opportunity on its own from customer behavior, market changes or campaign results. In either case, according to Sitecore, it finds content that is current and approved, identifies what can be adapted, proposes changes, and flags gaps that require new material. Where nothing suitable exists, it generates new content.

Staging and approval

The approval model is the most specific operational commitment in the release. Generated content is "always subject to review, edit, and approval of the marketer," Sitecore states, and "nothing leaves a staging area without human involvement." That puts MarketingIQ in the human-in-the-loop camp of marketing automation, where software prepares and a person signs off.

Sitecore frames the division of labor in plain terms. Marketers set strategy and priorities, shape the response and make the decisions that require judgment. MarketingIQ handles the handoffs and routine execution that, in the company's words, "would otherwise leave teams assembling disconnected work themselves."

The worked example

The release offers one scenario. An AI answer omits a brand, or lists outdated pricing for one of its products. Scrunch identifies the problem. MarketingIQ then examines the brand's approved product information and existing content, crafts a proposed resolution and stages it. Once approved, the system coordinates the people and agents needed to complete the work. The team can then measure whether the change improves visibility, whether it attracts qualified traffic, and whether that traffic converts, according to Sitecore. Those results feed the next recommendation.

The example is narrow, but the problem it describes is documented. In an audit published on August 18, Empirank found that 20 of 182 businesses recommended by a search-enabled OpenAI configuration carried at least one claim the evidence contradicted. Of 1,257 testable factual claims in that audit, 24 were incorrect and 479, or 38.1%, could not be supported at all. Pricing is a particular weak spot. A benchmark by Siteline across 100 B2B products found that about 30% of simulated agent sessions hit at least one access error, and those sessions drew 58% of their content from third parties, against 12% for sessions without errors. Fourteen percent of the products disclosed no pricing on any plan.

The Scrunch connection

Sitecore announced the Scrunch acquisition on June 3, 2026, describing the company as an AI customer experience platform that shows where brand messages appear, are missing or are misrepresented in AI-driven discovery. Neither company disclosed a price. Adweek reported the deal as valued at around $225 million, citing Bloomberg, and noted that Sitecore declined to confirm the figure. Scrunch had previously raised a $15 million Series A, according to the same report. Sitecore's June release described Scrunch as trusted by more than 500 brands and agencies and cited company-reported customer results, including a 364% increase in how often Akamai appeared in AI answers to non-branded prompts.

Scrunch has kept publishing research under its new ownership. In September it released a study of roughly 10,000 AI-cited URLs and responses, collected between May 17 and June 30, 2026, across seven answer surfaces. It found that brands publishing self-ranking listicles saw their recommendation rate move from about 4% to roughly 7% when that listicle was cited, while 63.9% of responses citing a listicle recommended nobody.

The June release also described Scrunch's Agent Experience Platform, known as AXP, which serves content formatted so AI agents can read and use it. That idea resurfaces in today's announcement as "pages designed for AI agents," which Sitecore says "make authoritative brand information accessible alongside the experiences built for people."

The value of machine-facing page versions is contested. Server log data from Ahrefs covering 137,000 domains showed that 97% of llms.txt files received zero requests in May 2026, and AI retrieval bots accounted for only 1.1% of requests to those files. AXP is not llms.txt, and Sitecore published no traffic or citation data for agent-facing pages in today's release. Whether such pages are fetched more often than the llms.txt files studied by Ahrefs is a question the announcement leaves open.

Five supporting capabilities

Alongside MarketingIQ itself, Sitecore listed five capabilities.

Available where marketers work. Supported Sitecore capabilities can now be reached from applications and AI assistants including ChatGPT, Claude, Microsoft Teams and Slack, according to the release, with business context, permissions and approvals carried through. Sitecore's product page says these connections run through the Model Context Protocol, or MCP, the standard many marketing software vendors now use to expose their tools to AI assistants.

Discovery through AI. MarketingIQ connects Scrunch's findings to the work required to respond, and adds pages designed for AI agents.

A guided path from goal to execution. New guided experiences start from the outcome a marketer wants and assemble supporting evidence, a recommended plan, content, approvals and measurement in one place.

Approved content for people and agents. Tighter links between content operations and digital asset management let people and agents find, adapt and publish existing material, with access to approved assets, usage rights and production workflows.

Customers' agents taking action. This is the only capability Sitecore labels as planned. It would let a brand's customers authorize their own AI agents to act on the brand's website, for example by requesting a product demonstration or registering for an event, following the customer's permissions and required confirmations. Sitecore gave no date and did not say which technical standard it would use.

The direction mirrors work elsewhere in the industry. Google's Chrome team confirmed in May that WebMCP would enter an origin trial in Chrome 149, giving websites a way to expose structured tools, either JavaScript functions or annotated HTML forms, to browser agents instead of leaving those agents to parse pixels. Chrome's documentation lists limitations, including that a browsing tab must be open and that agents must visit a site before they learn it has tools. A demo request form is precisely the kind of interaction both efforts target.

Licensing and availability

The release says MarketingIQ "will be available to all customers of SitecoreAI," without a date. Sitecore's product page adds detail the release does not. MarketingIQ is included with SitecoreAI CMS and SitecoreAI DAM, is not sold separately, and comes with a SitecoreAI license, according to that page. A license for Sitecore's XM or XP products on its own does not include it. Existing SitecoreAI customers will get access, the page states, though it gives neither a timeline nor a preview or beta label.

Sitecore also says MarketingIQ works across its own and third-party content management, digital experience and business systems. Teams can act across those systems without replacing their CMS, digital asset management, CRM or other business applications, according to the company. For enterprise buyers, that claim is significant. A survey of 250 chief marketing officers commissioned by Acquia, a Sitecore competitor, found that 61% said their content was spread across systems with no single source of truth, and only 41% believed their team could build real governance into AI initiatives. A product that relies on "approved brand knowledge" depends on that knowledge being findable and current across those fragmented systems.

The conference program continues online with the Sitecore Symposium Digital Edition on December 9, where Sitecore says MarketingIQ and the supporting capabilities will be demonstrated. The company presented MarketingIQ as the first of several announcements it and Scrunch plan to make at this year's event.

What the customers say

Two named executives from outside Sitecore are quoted in the release.

Oliver Pilgerstorfer, chief marketing officer at the enterprise software company IFS, described the gap MarketingIQ is meant to close. "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," he said. "That's the real value of MarketingIQ, which combines the insights of Scrunch with the publishing capabilities of Sitecore. 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." The quote attaches no figures to that pipeline.

Carrie Grapenthin, chief marketing and communications officer at the digital consultancy Perficient, spoke about her company's own website rather than about MarketingIQ. "Perficient is its own first client: we apply the same AI-accelerated approach to our own front office, delivery, and digital experience that we bring to clients, across the platforms they've already invested in," she said. "Our new website, built on SitecoreAI, launched in just under 10 weeks, and it's the clearest example of what that approach looks like when it meets a leading AI-enabled experience platform." The ten-week figure describes a SitecoreAI website build, not a MarketingIQ result.

Stine framed the product as the next step after the acquisition. "Conversational AI has redefined how customers discover information and make decisions about brands and their products and services. That's why we brought Scrunch into Sitecore, and it's why MarketingIQ now takes it further. We're turning insight into action and that action into revenue, so marketers can work at the level of their ambition," he said.

Sitecore says MarketingIQ was built in collaboration with "some of the most influential brands in their industries," but the release names only IFS and Perficient.

Why this matters for marketers

A crowded monitoring market moves toward execution

AI visibility tools have multiplied in the past year. Adobe made its LLM Optimizer generally available on October 14, 2025. Amplitude followed on October 30, 2025, with an AI Visibility tool included at no extra cost for its customers, tracking ChatGPT, Claude and Google AI Overviews. HubSpot launched an AEO tool on April 14, 2026, at $50 a month, saying organic traffic for its customers had fallen 27% year over year. On October 5, Zeta Global signed an agreement to buy Senso, the startup behind its AI search product, again without a disclosed price. The IAB counted more than 20 vendors selling AI visibility tools when it published its measurement framework in August.

The platforms themselves have also started to supply the raw numbers. Earlier this month, ChatGPT was found building mention and click charts for verified businesses, offering brand owners a first-party view of how often they appear in answers.

Sitecore's argument, put most directly in the IFS quote, is that monitoring alone drives little value, and that the advantage sits with whoever owns the content system where the fix gets made. Content management vendors hold the approved product data, the assets and the publishing workflow. Adobe made a similar move on the orchestration side in September 2025, when it made six agents built on its Agent Orchestrator generally available across audience, journey, experimentation and site optimization tasks. For marketers already paying for one of these suites, insight and execution increasingly arrive inside the same license rather than as separate purchases.

Sitecore's pitch rests on closing the loop from an AI answer to revenue. The industry has struggled with exactly that. An index published by Agentcy in March found that only 10% of senior B2B marketing leaders could consistently connect AI touchpoints to revenue, and 46% of those who checked their AI positioning found it mixed or inaccurate. The IAB's August framework said only 16% of brands systematically track AI visibility, and treated programs built on fewer than 50 queries as exploratory. In Semrush's survey of 481 marketers for its AI Visibility Index, 45% said they could not properly measure AI visibility.

The commercial case for trying is real but uneven. Figures gathered by PPC Land in July show that AI search visitors converted at 23 times the rate of organic search visitors in Ahrefs' data, while Microsoft Clarity measured a threefold advantage for AI-referred traffic across more than 1,200 publisher and news sites. Those are single-company datasets, and the gap between them is wide. Consumer data adds a further complication: in a Contentsquare survey of 2,000 shoppers in the US and France, 21% said an AI shopping assistant gave information that differed from the brand's website, and 23% said they would switch brands after a disappointing site visit.

Sitecore says teams can measure whether a MarketingIQ response improves visibility, attracts qualified traffic and converts. How, exactly, would a conversion be traced back to a corrected sentence in a ChatGPT answer? Sitecore does not say how that attribution would work, which data sources the measurement draws on, or how it handles AI platforms that pass little or no referral data. That attribution problem is the one the GEO industry has yet to solve, and nothing in today's release shows that Sitecore has solved it either.

Open questions

Three open points will decide whether MarketingIQ differs from a well-integrated workflow tool. The first is timing: Sitecore has not said when existing SitecoreAI customers get access. The second is coverage: the release names ChatGPT and Google Gemini, Sitecore's June release added Perplexity, and no complete list of monitored platforms has been published. The third is evidence: an outcomes-based product launched without a single outcome figure will be judged on the numbers customers eventually report, and on whether those numbers come with a method attached.

Timeline

Summary

Who: Sitecore, the digital experience software company, led by chief executive Eric Stine, together with Scrunch, the AI search visibility company it acquired in June 2026. Customers quoted are IFS and Perficient.

What: MarketingIQ, a product inside SitecoreAI that connects Scrunch's findings on how brands appear in AI answers with approved brand content, then drafts and stages content and campaign changes that marketers must approve. It comes with five supporting capabilities, including access from ChatGPT, Claude, Microsoft Teams and Slack, and a planned feature letting customers' AI agents take actions such as requesting a demonstration on a brand's website.

When: Introduced today, November 11, 2026, at Sitecore Symposium. A digital edition follows on December 9. No general availability date was given.

Where: Announced in Orlando. It is available to SitecoreAI customers, included with SitecoreAI CMS and SitecoreAI DAM, and works across third-party content, digital experience and business systems.

Why: Sitecore argues that knowing how a brand appears in AI search has little value without the ability to act on it, and positions MarketingIQ as the link between AI visibility data and revenue. The release offers no price, customer results or method for attributing conversions to changes in AI answers, which leaves that claim to be tested.