Kevin White, Head of Marketing at Scrunch, argues that referral traffic from ChatGPT is the wrong instrument for measuring AI search — and that the real question is whether a model represents your brand accurately when no one clicks at all. He and Greg Kihlström get into what to build and what to measure instead.
“AI search” is several different problems wearing one label. A crawler pulling your content, a model synthesizing an answer, and an agent acting on someone’s behalf are not the same event — and teams that treat them as one end up optimizing for the wrong thing.
A website now serves two readers with different needs. White on what changes structurally when the page has to work for a human and for a machine that will compress it into three sentences.
Visibility is probabilistic, so accountability has to change. The same prompt can surface your brand one day and skip it the next. White on what a marketing leader can honestly commit to a CMO or a board in that environment.
About Kevin White
Kevin White is a B2B tech marketing leader who has helped shape go-to-market at Segment, Retool, and Common Room, and now leads marketing at Scrunch AI, an AI-first customer-journey platform. He got his start in SaaS at Gigya — where he was handed Marketo and told to ‘figure it out,’ the spark for a learn-by-doing growth mindset that merges analytical rigor (attribution, lifecycle infrastructure, reporting) with creative offer- and channel-building. That growth foundation carried him to leading whole marketing orgs, though he’s candid that the climb pulled him away from the hands-on craft he loves, and at Common Room he deliberately stepped back into a senior IC role. At Scrunch he focuses on one of the most overlooked shifts in modern marketing: websites are now consumed as much by AI bots as by humans, and brands that make their sites legible to LLMs — through structure, markdown and JSON, schema, and a parallel AI-optimized experience — win the emerging AI retrieval channel.
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This episode is brought to you by Scrunch. Scrunch gets your site AI-ready so you show up in answers, get cited, and grow revenue. Learn more at Scrunch.com
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