The new SEO: Chris Andrew on mastering AI search

May 16, 2025

In this engaging discussion, Chris Andrew, CEO of Scrunch AI, shares insights into the world of AI search engine optimization. He reveals the secrets of 'AI SEO' and how content creators can adapt to the evolving landscape where AI-generated summaries are becoming commonplace. Chris emphasizes the impact of these changes on traditional content discovery and traffic, the challenges of integrating ads with AI experiences, and the need for structured content to cater to both human users and AI agents. A must-listen for anyone navigating the digital publishing world!

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ADVICE

Rank for AI as New Customer

Rank in AI summaries to become your new customer, the AI agent consuming content on behalf of humans.
Outsource tedious browsing tasks to AI, enabling more focused customer interactions and discovery.

INSIGHT

Simplify Internet for AI Crawlers

The internet was designed largely for crawlers, not humans, making browsing inefficient.
Simplify content for AI crawlers to deliver clear, structured answers without sacrificing current SEO strength.

ADVICE

Monitor and Optimize Content Strategy

Monitor AI crawler activity and brand presence daily to understand and improve AI search ranking.
Use structured, simple text that matches human intent and ensure third-party positive citations for better AI visibility.

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What does it take to get AI to notice your content? Scrunch AI’s Chris Andrew shares the secret sauce.

On this episode of The Media Copilot, Pete Pachal welcomes Chris Andrew, CEO of Scrunch AI, to unravel the mysteries of AI-driven search. As AI platforms increasingly summarize news without driving traffic back to publishers, the game of visibility is changing. Chris explains how Scrunch AI is helping content creators understand and optimize for "AI SEO," a new frontier that goes beyond traditional search algorithms.

Pete and Chris dive deep into the emerging concept of "SEO for Chatbots"—why AI-generated summaries are redefining content discovery, and how publishers can adapt to avoid getting buried in the noise. They also explore the uncomfortable truth: AI summaries are designed to be self-contained, reducing the need for users to click through to the original source.

If you’re a media executive, content strategist, or just curious about the shifting landscape of digital publishing, this conversation is packed with practical insights and bold predictions.

This episode covers:

🔹 AI SEO: What it is and why it's the next content battleground

🔹 The Clickless Future: How AI summaries are shifting audience behavior

🔹 Publisher Panic: Why media outlets are scrambling to adapt

🔹 AI’s Surface Area Problem: Fewer sources, fewer clicks, and what that means

🔹 Scrunch AI’s Strategy: How Chris Andrew’s platform is re-engineering content for AI visibility

🔹 New Rules of Engagement: What publishers need to know to stay relevant

🎙 Guest: Chris Andrew -CEO of Scrunch AI

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This episode of The Media CoPilot was produced by Pete Pachal, Executive Producer Michele Musso, and with video/audio editing by the Musso Media team. Produced by Musso Media. © 2025 Musso Media. All rights reserved.

Music: Favorite by Alexander Nakarada, licensed under Creative Commons by Attribution 4.0 License