Kevin White — Head of Marketing, Scrunch
Published:
Because AI search is kinda like the front door to your website or your brand. Nowadays when people are asking AI bots they’re not going to your website anymore, so the information the AI bots retrieve needs to be accurate and represent your brand in the right way — and that’s not always something an SEO person is looking for.
What does Kevin White say on The Agile Brand with Greg Kihlström?
Kevin White, Head of Marketing, Scrunch, says: Kevin White of Scrunch discusses how the rise of AI agents and LLMs is shifting marketing objectives from being 'found' to being 'cited,' arguing that traditional referral and traffic metrics are insufficient. He outlines practical strategies—monitoring AI visibility, building highly specific 'long long tail' content, and serving both human and machine audiences—to protect brand accuracy and earn citations from AI-powered interfaces.
From: The Agile Brand with Greg Kihlström
Cite as: Kevin White. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/kevin-white-because-ai-search-is-kinda-like-the-front-door-to-your-websi