AI-Led Growth Is GEO replacing SEO? w/ Chris Andrews (Scrunch)
Aug 15, 2025
Chris Andrews, Co-founder and CEO of Scrunch, discusses the seismic shifts AI is causing in marketing and consumer behavior. He shares insights on how traditional SEO practices are evolving to meet new user intents driven by large language models. Trust dynamics in advertising are changing too, with organic content gaining ground over traditional ads. Chris also recounts his journey from homeschooling in rural New Hampshire to thriving in Silicon Valley, highlighting the innovation required to adapt to a new era of online marketing.
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Why GPT Grew But Google Still Dominates
- Chris expected search to be dead but noted Google's ad revenue grew and Google remains a dominant AI search platform.
- He highlighted consumer trust and a non-ad experience as central to GPT's rapid adoption.
Personal Shift That Sparked Scrunch
- Chris noticed he stopped visiting websites and said he "outsourced browsing to this AI agent."
- That observation led him and his cofounder to build Scrunch focused on AI monitoring and optimization.
AI Search Will Replace Traditional Channels
- All search will converge into AI search and the category will simply be called "search."
- AI agents will arrive with intent and change how attribution and discovery work.