The Challenge
Most websites are built for humans, not AI agents. They rely on:
Interactive elements and dynamic content
JavaScript-heavy experiences
Visual navigation that AI agents can't interpret
Content structures optimized for browsing, not answering questions
When AI agents like ChatGPT, Perplexity, or Claude visit your site, they struggle to extract the information they need. This means your brand gets overlooked in AI-generated responses—even when you have the best answer.
The Solution: AXP
AXP sits at the edge of your infrastructure as an intelligent middleware layer. It detects AI agent traffic and serves them clean, structured, LLM-optimized content—while your human visitors see your regular site unchanged.
No site redesign. No development lift. No disruption to your existing workflows.
How It Works
1. Content Mapping
Work with the Scrunch platform to identify key pages and content across your site. We create a comprehensive knowledge base of information about your business, products, and services—in any format.
2. Content Optimization
Scrunch uses optimization rules and enterprise AI to restructure, summarize, and translate your content for large language models (LLMs). Key facts and messages are surfaced clearly, with smart rules to redact, simplify, or enhance content as needed.
3. Intelligent Serving
When AI agents visit your site, AXP automatically serves the optimized version. Human visitors see your regular site. Existing pages can be served as-is or dynamically optimized on-the-fly.
**Important clarification:** AXP sits at the CDN layer and returns HTML (technically optimized, and usually greatly simplified HTML) to AI agents for pages in your existing URL structure. AXP goes "over the top" of your existing site to deliver both technically and semantically optimized content to known AI bots.
4. Rules Engine
Control exactly how content is delivered to AI agents with flexible rules:
Block specific pages from AI access
Redirect AI traffic to alternative content
Augment pages with additional context
Redact sensitive or irrelevant information
Target specific AI platforms or bot types
5. Agent Analytics
Comprehensive monitoring shows you which AI agents are accessing your site, what content they're viewing, and how behavior changes over time.
Key Capabilities
Advanced Bot Detection & Classification
Identify AI agents by platform (ChatGPT, Claude, Perplexity, etc.)
Distinguish between training data collection, search indexing, and real-time retrieval
Route traffic intelligently based on bot type and intent
Content Transformation
Convert existing web pages, PDFs, videos, and other assets into AI-ready formats
Automated optimization pipeline for scale
HTML delivery optimized for AI agent consumption
Edge Delivery
Deploy via Cloudflare, Akamai, or AWS CloudFront
Enterprise-grade security and performance
Fully managed—no internal engineering required
Dedicated Content Repository
Manage AI-first content separately from your CMS
Version control and approval workflows
Create net-new content specifically for AI consumption
Why Choose AXP?
Scale Without Rebuilding
Customers with large web presences don't have the technical resources to revamp their entire site for AI. AXP gives you AI optimization at scale without touching your existing infrastructure.
Agility for a Changing Landscape
AI platforms evolve rapidly. AXP lets you adapt quickly without waiting on development teams or going through lengthy approval processes.
Brand Control & Compliance
The optimal experience for humans is often very different from what works for AI agents. AXP lets you serve both audiences perfectly—without compromise.
Enterprise-Ready
SOC 2 accredited with enterprise-grade security
SAML/SSO integration with major identity providers
Role-based access controls and audit logging
No performance impact on your existing site
Integration & Deployment
AXP integrates seamlessly with your existing CDN or edge infrastructure:
Cloudflare: Via Cloudflare Snippets (fully automated setup)
Akamai: Via EdgeWorkers and Forward Rewrite cloudlet
AWS CloudFront: Via CloudFront Functions
Deployment is fully managed by Scrunch.
Part of the Complete Scrunch Platform
AXP works alongside Scrunch's AI Visibility Monitoring and Insights to give you end-to-end control:
Monitor how your brand appears across AI platforms
Analyze performance gaps and opportunities with AI-generated insights
Optimize your content with AXP to control how AI agents experience your brand
Measure the impact with comprehensive analytics
Note: AXP is a separate product from Scrunch's Monitoring & Insights platform. Agency and direct brand pricing are the same.
Frequently Asked Questions
Is AXP available now?
Yes. AXP is live and serving LLM-optimized content for multiple large enterprises and consumer brands across dozens of websites.
Is this considered "cloaking"? Will we be penalized?
No. Google defines cloaking as serving deceptive content to search engines with the intent to mislead users. AXP serves content that reflects the same intent but is optimized for AI consumption—which even Google's guidelines explicitly permit as a technical optimization.
Additionally, AXP only serves differentiated content to LLM bots, not traditional search indexers like Googlebot. Since AI platforms benefit from having better context to serve their users, this creates a positive outcome for the platform, users, and your brand.
What types of brands benefit most from AXP?
AXP is ideal for brands with:
Large web presences with hundreds or thousands of pages
Complex information that AI agents struggle to interpret
E-commerce sites with extensive product catalogs and informational content
Enterprise brands that need control, compliance, and security
Agencies managing multiple client websites
Do we need Scrunch's Monitoring & Insights product to use AXP?
AXP and Monitoring & Insights are separate products. While they work powerfully together, you can purchase them independently based on your needs.