Scrunch AI markets itself as a tool that unlocks the AI-first customer journey—with the brand presence monitoring and actionable insights you need to improve AI visibility.
But user reviews suggest that Scrunch’s data isn’t easy to share with stakeholders or act on to improve brand performance. So, I tested Scrunch myself.
In this Scrunch AI review, I’ll cover how the platform’s prompt tracking, search trends, and insights work. I’ll also compare it to Profound so you can make a smart decision about the right AI visibility tool for your brand.
Scrunch AI review TL;DR
- Scrunch provides prompt and citation tracking but doesn’t share prompt volume data—and its prompt trend feature is too basic to be actionable.
- It identifies optimization opportunities but stops short of making them actionable—so you’re left wondering what to do next.
- In terms of starting price, Scrunch AI is one of the most expensive tools in the AI visibility space. Its entry-level plan starts at $300 per month.
Pros and cons of Scrunch
Here’s a quick overview of where Scrunch has an edge and where it falls short of other AI visibility tools.
Scrunch pros
- Generous prompt tracking: Scrunch’s Starter plan tracks 1,000 industry prompts (automated) and 350 custom prompts (your selection), which should theoretically give you comprehensive coverage. But each AI engine you track counts toward your custom prompts, so you may have fewer to work with than you think.
- AI bot traffic and referrals: The platform uses a Google Analytics integration to analyze how AI crawlers use your site and attribute traffic to AI referrals. It also performs site audits to help you ensure key pages are visible to AI bots.
- Agency plan available: Scrunch has an agency plan that includes pitch environments for new prospects. It also has an agency partner plan with referral rewards and agency-focused training.
Scrunch cons
- Unclear prompt frequency: Scrunch doesn’t state how often it updates prompt data. First-hand experience suggests a weekly (not daily) frequency, which can significantly slow down decision-making.
- Limited prompt volume data: As a general rule, Scrunch doesn’t provide prompt volume data. It only provides this data for a very limited number of prompt trends that may not even be relevant to your brand.
- Lack of actionable workflows: While Scrunch does provide insights, they aren’t actionable. The platform doesn’t offer specific recommendations or built-in content generation tools.
Scrunch growth and fundraising
Scrunch was founded in 2023 and remained in beta until March 2025. In that time, the company has raised $19 million across two funding rounds. Its seed round in March 2025 raised $4 million, and its Series A in July 2025 raised $15 million.
In comparison, Profound was founded in 2024 and has raised three times ($58.5 million altogether): a $3.5 million seed round in August 2024, a $20 million Series A in June 2025, and a $35 million Series B in August 2025.
Scrunch AI walkthrough
Let’s look at how Scrunch works—including prompts, citations, search trends, and insights.
Prompts
When you first set up Scrunch, the platform suggests prompts based on its understanding of your brand. While these prompts seemed relevant to the brand I was tracking, it wasn’t clear how they were selected or how I should evaluate them. Without knowing the prompt volume, it was impossible to tell which to track and which to delete.
Once you start tracking prompts, Scrunch monitors your brand’s competitive presence, including how your citations compare to the competition and to third-party sources.
Strangely, there’s no opportunity to double click on any of these charts to get more detail. And there’s no comparative setting to see how your AI visibility changes from day to day or week over week.
Scrunch does let you explore competitive presence and citations for specific prompts, which gives you some insight into what kinds of AI searches are driving visibility for your brand.
It also shows the AI responses and citations. This is helpful for getting an idea of how your potential customers are interacting with AI and where you’re leading or absent from the conversation.
But there’s no easy way to quickly see where your brand is winning or losing.
It’s also tough to know if you’re neglecting to track prompts that are important to your brand. Scrunch’s AI search trends tool can theoretically help with this, as it tracks trending topics and quantifies their AI search activity over time.
But the list of available trends is very limited—which means you may not find any that are relevant for your brand. And the data this tool provides doesn’t give you much to go on.
Here’s how Profound handles prompts:
With Profound, you don’t have to make any assumptions around prompt volume. You can check the data for any prompt at any time and identify relevant topics for your brand.
Profound charts your brand’s AI visibility overall and for each topic and prompt. The dashboard shows competitive insights so you can easily see how your brand measures up.
Plus, the dashboard shows share of voice and position metrics for every topic. The competitive insights help you see where you stand in every area you’re tracking.
You can also drill down and see visibility and executions for each individual prompt. The brand and competitor mentions help you see where you’re visible and where the competition is outperforming your brand.
You can click to see AI responses for each prompt—including where your brand is mentioned, which competitors you appear next to, and which sources earned citations.
Citations
Scrunch keeps a running list of domains and URLs cited in the prompts you’re tracking. For each one, you can see metrics like your brand’s citation consistency and influence score.
This seems useful in theory, since it could help you track if you’re showing up consistently in relevant citations and how much you’re influencing AI responses on topics you care about.
But Scrunch appears to run into frequent errors when sharing this data. For example, I can’t see brand mentions, competitor mentions, or topics for this and several other of the most cited domains on my list.
Here’s how Profound handles citations:
Profound tracks citation share and citation rank both overall and for each individual prompt. This way, you can go beyond mention-based visibility and see where your brand appears as a source.
Plus, Profound lists top domains and pages cited in each prompt—including your brand’s citation share for each. You can click to see the topics, prompts, and AI answers where each source is cited.
Profound lets you add select pages to a watch list. From there, you can monitor how they perform over time and if your brand’s mentions or citation share improves.
AI agent monitoring
Scrunch’s AI agent traffic monitoring feature uses your Google Analytics to see how AI bots use your site. It shows:
- AI traffic over time so you can monitor trends
- Top bot agents so you can see which crawlers are visiting your site
- Top pages so you know what content AI bots are checking
With Scrunch’s site audit feature, you can check individual URLs to see what AI bots see when they visit your site. It provides a content quality score and a checklist so you can see where the page needs improvement.
As potentially helpful as this is, checking each page manually doesn’t seem feasible for brands with larger sites. Scrunch also has an agent experience platform tool, but it’s unclear if it’s included in the enterprise plan or if it’s a standalone product.
Here’s how Profound monitors AI bots:
Profound’s Agent Analytics tool connects to your CDN provider (Cloudflare, Vercel, Netlify, Fastly, Akamai, or Amazon Cloudfront with Wordpress support coming soon) to track how AI navigates your website, including which pages it visits. It measures how many people click through from AI search which helps you attribute revenue and other outcomes to AI SEO.
Plus, it offers a technical analysis so you can ensure your site is optimized for AI indexing and retrieval. With Agent Analytics, you can also submit new content to AI crawlers to help it get discovered faster.
Insights
Monitoring AI visibility data is only one piece of the puzzle. To improve your brand performance, you need to know what to pay attention to and how to act on the data.
This is an area where I found Scrunch to be particularly unhelpful.
Theoretically, the dashboard should highlight things like content gaps, search ranking issues, and citation limitations. After tracking AI visibility for a week, Scrunch never populated most of the optimization opportunity categories.
The two that it did populate provided insights that were confusing at best. Let’s look at the competitive presence insights, for example. The dashboard shows several prompts where competitors are getting mentioned but the brand I’m tracking isn’t.
I would expect tips telling me what steps to take to take those mentions from my competitors. Or even a content generation tool to help me produce the content I need.
Instead, Scrunch prompts you to input a URL to see how AI answers might change if the page appeared in AI search results.
In this case, the (theoretical) AI response changed.
But it wasn’t clear what to do from there, so I reached out to support for help. I was told, “If the response changes, that’s a good sign — it means your content aligns well with the prompt and, if it’s ranking high enough on Bing, it’s likely to be cited by GPT. If the response doesn’t change, it’s a signal that the current content isn’t the right fit for that query, and a different piece may be needed.”
My takeaway? Scrunch insights raise far more questions than they answer. In my experience, acting on them requires a ton of guesswork and manual work. I’m tracking a small B2B SaaS brand—imagine trying to navigate these insights for a large enterprise.
Here’s how Profound handles insights:
Profound lists specific opportunities where your brand can improve visibility and get ahead of the competition. These opportunities can include subreddits to join and contribute to, outreach to earn citations, and content to create or optimize.
There’s no need to guess what step to take next. Each opportunity details implementation steps, explains the rationale behind the suggestion, and includes references.
Plus, you can take action directly in Profound.
Want to move on an outreach opportunity? Profound locates the right outreach email address and drafts a message directly in your email client.
Ready to create that new piece of content? Profound creates briefs optimized for AI search and produces drafts that fit your brand voice.
Pricing and subscription options
Scrunch has three plans, including two self-serve options ($300/month and $500/month) and an enterprise plan (custom pricing). Its starting price is one of the highest in the AI visibility space, which should give you pause.
At first glance, Scrunch’s Starter plan seems pretty generous—it includes 10 prebuilt industry topics with 1,000 prompts, plus 350 custom prompts. But there’s a catch.
The industry topics are automated, meaning you don’t control them. And for the custom prompts, every AI answer engine you track counts toward your limit. So, if you want to track 100 custom prompts across five AI engines, you actually need 500 custom prompt credits.
This isn’t clearly explained on Scrunch’s pricing page, so it might come as an expensive surprise later on.
In contrast, Profound has three straightforward plans:
- Starter plan ($99/month) that tracks 50 prompts across ChatGPT
- Growth plan ($399/month) that tracks 100 prompts across ChatGPT, Perplexity, and Google AI Overviews, plus AI content generation and optimization
- Enterprise plan (tailored pricing) that tracks a custom number of prompts across 10 AI engines, includes AI content generation, and supports ChatGPT Shopping
What real users say about Scrunch
Scrunch has 35+ G2 reviews with largely positive ratings. But when you dig into the reviews, it’s easy to see that even the users who give it high ratings have some pretty major complaints with the software platform.
For example, this 4.5-star review explains that Scrunch has no way to generate reports and doesn’t have any solutions for less tech-savvy users. It also highlights how Scrunch tallies prompt credits for every AI engine—causing the user’s agency plan to max out quickly.
This G2 review discusses Scrunch’s complete lack of visualizations for AI visibility trends. The user’s workaround? A manual Excel report.
And this 4-star review refers to the platform’s improvement suggestions as “minimal” with a lack of information about how to implement any recommendations.
What real users say about Profound
In comparison, Profound has 140+ G2 reviews, many of which refer to the platform as “best in class” and “leading the charge.” The issues that appear in these reviews typically center on the learning curve—particularly the new features that Profound regularly ships.
Here are a few snippets from Profound’s G2 reviews:
- “I work at the intersection of SEO, content, growth, and AI and have been using Profound at my agency for several months now. I find it to be the most robust data platform that exists for AI visibility. It provides actionable insights you won't find elsewhere and helps operationalize strategies around AI visibility. Every action my team takes is based off of the data in this platform,” this review says.
- “The insights are excellent. AEO felt like shooting in the dark before Profound, and now we have actionable insights that are driving real uplift,“ this review says.
- “This is an emerging leader in a fast-evolving environment, offering actionable insights and frequent product updates,” this review says.
How Scrunch compares to Profound
Here’s a side-by-side comparison of Scrunch and Profound’s entry-level plans:
Here’s a side-by-side comparison of Scrunch and Profound’s mid-tier plans:
Here’s a side-by-side comparison of Scrunch and Profound’s enterprise plans:
When to choose a Scrunch alternative like Profound
If you just need basic AI visibility data and you don’t necessarily need daily updates, Scrunch could make sense. It has relatively generous prompt limits, and its data can help you stay on top of the AI conversations that mention your brand (and where it’s missing).
But if you need deeper data and actionable workflows, Profound is a better bet. Profound’s prompt volume helps you understand which topics drive visibility at scale, and its AI agent analytics provide attribution for traffic and conversions.
Profound’s opportunities tell you exactly how and where to focus your outreach and content efforts. And Workflows let you generate high-quality content that resonates with your audience and contributes to your AI visibility goals—without leaving your dashboard.
With Profound’s daily updates and real-time data, your team can make AI visibility decisions when they matter and access the insights you need to take the next step. That means your brand can compete at scale.
Profound is a smart choice for enterprise users, thanks to its custom data handling, SOC 2 Type II compliance, and options for cloud or on-premises deployment. From Statsig to Airbyte and Ramp to Brex, the most innovative companies in the world rely on Profound for AI visibility, actionable recommendations, and generative AI tools.
Get started with Profound today.