Traditional SEO rankings are no longer enough to guarantee visibility as B2B buyers shift their research to AI engines like ChatGPT, Perplexity, and Claude. For many startup marketers, these platforms represent a blank space where traditional tracking tools fail to provide clear insights. In this episode, we dive into the fundamental shift from deterministic search to probabilistic AI platforms with Kevin White, head of marketing at Scrunch. This week, episode 135 of the FiredUp! podcast is about AI search monitoring using Scrunch!

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In this episode of the FiredUp! podcast, Kevin White shares the importance of measuring and reporting brand performance over time despite the probabilistic nature of AI search and actionable steps you can take right now to adapt and change as information on AI search becomes more available.

Kevin White is the head of marketing at Scrunch AI, where he’s building visibility infrastructure for the post-LLM web — analytics and optimisation that show brands how they’re being represented inside ChatGPT, Perplexity, Claude, and Google AI Overviews. Before Scrunch, Kevin spent a decade marketing for the companies that defined the modern operator stack — Common Room, Retool, and Segment — and has advised teams at Ashby and Deepnote.

Kevin, Morgan, and Alastair discuss:

SEO vs. AI Search Monitoring: Understand the shift from deterministic rankings (static lists of links) to probabilistic platforms (AI answers that change based on the prompt). To win in 2026, you must monitor citation performance across thousands of synthetic prompts to see if your brand is consistently recommended.
The Power of Fan-Out Queries: Learn how to move beyond simple keyword searches. Successful AI search optimization involves testing fan-out queries—the natural, conversational questions your buyers are actually asking—to understand how AI engines perceive your brand's authority and relevance.
PR and Content Synergies: AI search visibility isn't just a technical task; it's a content and PR challenge. LLMs rely heavily on high-authority sources and third-party mentions. Strengthening your earned media and byline programs is now a direct lever for improving your rankings in ChatGPT and Perplexity.
Structured Data Still Matters: While AI is smart, it still craves organization. Implementing robust structured data and clear site architectures helps AI agents crawl and "digest" your information more effectively, increasing the likelihood of being cited as a primary source.

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5.5.2026