Scrunch at eTail London 2025
Chris Andrew • Scrunch AI took the main stage at eTail London 2025, one of Europe’s premier events for e-commerce and retail innovation. From conversations about AI-powered discovery to the shifting role of SEO, the message was clear: the buyer journey has changed and brands must evolve with it.
Donna Bedford, Global SEO & Operations Lead at Lenovo and Scrunch AI CEO Chris Andrew hosted a fireside chat. The session, “AI: How LLMs Are Rewriting SEO Behavior and Measurement” focused on how AI is redefining search, discovery, and the way brands connect with customers in real time.
Here are the key insights and takeaways:
- Bounce rates are back: Bounce rates are becoming a leading metric again because referrals from ChatGPT and other LLMs come with context and high intent. Higher bounce rates may indicate a mismatch between AI-generated answers and visitor expectations.
- AI is redefining the funnel: Buyers are landing on websites at every stage of the journey. AI referrals are no longer just top-of-funnel, they span awareness to conversion. One can’t assume AI-referred visitors are always in discovery mode, many are ready to take action. Metrics like bounce rates and conversion rates may behave differently because the journey isn’t linear.
- SEO is evolving: SEO teams are evolving into behavioral research powerhouses, using LLM insights to decode customer intent and shape content strategies. Content structure, tone, and format is more important than ever.
We’re grateful to collaborate with forward-thinking leaders like Lenovo as we shape the future of AI Search together. Want to learn more or see how your brand is performing in AI Search? Book a demo with our team.