Kevin White is a B2B tech marketing leader who has helped shape go-to-market at Segment, Retool, and Common Room, and now leads marketing at Scrunch AI, an AI-first customer-journey platform. He got his start in SaaS at Gigya — where he was handed Marketo and told to 'figure it out,' the spark for a learn-by-doing growth mindset that merges analytical rigor (attribution, lifecycle infrastructure, reporting) with creative offer- and channel-building. That growth foundation carried him to leading whole marketing orgs, though he's candid that the climb pulled him away from the hands-on craft he loves, and at Common Room he deliberately stepped back into a senior IC role. At Scrunch he focuses on one of the most overlooked shifts in modern marketing: websites are now consumed as much by AI bots as by humans, and brands that make their sites legible to LLMs — through structure, markdown and JSON, schema, and a parallel AI-optimized experience — win the emerging AI retrieval channel.
“I really view these LLM platforms like ChatGPT or Claude or Gemini as almost the new growth channel for marketing teams — first to understand them, and then to figure out how to wield them to promote your brand.”
“Companies are seeing 10 to 20% of traffic from AI sources right now. In the future, I think it's going to be more like 50%, or maybe 90%, because that bot traffic is going up and up and up.”
“In the old world of marketing, bot traffic was garbage — I didn't want to know when Google was crawling my site. But with the AI bots crawling your site now, there could actually be real intent behind it, and oftentimes there is.”
“This is almost 100% guaranteed a user chatting with ChatGPT, and that traffic is visiting our site on behalf of the user — so the user is not actually coming to our site.”
“The lingua franca for AI bots is markdown and JSON. If you can optimize your site to feed that AI traffic with that kind of structured, technical content, it understands the way it should reference and serve that information back.”
“A pricing page is a great example — the AI isn't looking at the site like a human, it's looking at the back-end code, and it'll mix up the pricing from the pro plan with the features of the enterprise plan.”
“You have this nice site that looks great for humans, but then also a separate, parallel site for AI — which is also super important traffic.”
“That type of content is AI slop. It might work in the near term, but long term it's going to get hit with a Panda-like update and all that traffic is going to go away.”