Kevin White — Head of Marketing, Scrunch
Published:
If you’re just looking at referral traffic from ChatGPT or Claude, you’re really just looking at the tip of the iceberg. Exposing that whole rest of the iceberg — is my brand being mentioned, is my brand being cited, are AI agents visiting my site, are they getting blocked by our JavaScript or robots.txt? Those are the things you need to be paying attention to.
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-if-youre-just-looking-at-referral-traffic-from-chatgpt-or-c