NOVI VS. SCRUNCH · COMPARISON
Scrunch helps brands optimize their websites for AI agents.
Novi helps brands improve how their products are understood and recommended across AI shopping experiences, using Category Intelligence to guide what to optimize and why.
Scrunch is centered on how AI agents access, read, and interact with brand-owned websites, including page-level optimization and AI-specific content delivery. Novi focuses on what ultimately drives product recommendation, using Category Intelligence to understand which attributes, evidence, and authority signals influence whether a specific product gets selected and recommended.
"What stood out most was how clearly Novi connected structured product data, trust signals, and verification to real AI visibility and recommendations."
"We’ve always aimed to stay ahead of the curve — bringing household consumables to ecommerce early and pioneering biobased cleaning for over 30 years. Partnering with Novi is a natural next step, helping ensure Dropps is represented clearly and accurately in AI-driven shopping experiences."
Scrunch focuses on helping AI agents better access, understand, and interact with a brand’s website. Novi focuses on understanding why specific products are selected and recommended across the broader digital ecosystem, including retailer content, third-party evidence, reviews, authority signals, and product data beyond the brand site.
Website optimization focuses on making brand-owned content easier for AI agents to access, understand, and cite. Product recommendation optimization looks at the broader set of signals that determine whether a specific product is selected and ranked against alternatives.
Yes. Brand-owned PDPs, schema, and site content are important inputs into Novi’s analysis. The difference is that Novi evaluates them alongside the broader product ecosystem rather than treating the website as the entire optimization surface.
AI systems can use multiple sources when evaluating products. Novi looks at brand-owned information alongside retailer content, third-party sources, reviews, citations, and other authority signals to understand the evidence surrounding a product.
