# Building AI Research Agents with Kevin White (ScrunchAI) | EP122

Page: https://stenobird.com/podcast/ai-agents-podcast/building-ai-research-agents-with-kevin-white-scrunchai-ep122
Text version: https://stenobird.com/podcast/ai-agents-podcast/building-ai-research-agents-with-kevin-white-scrunchai-ep122.md
Podcast: [AI Agents Podcast](https://stenobird.com/podcast/ai-agents-podcast)
Published: 2026-02-04T13:27:00+00:00
Episode link: https://podcasters.spotify.com/pod/show/ai-agents-podcast/episodes/Building-AI-Research-Agents-with-Kevin-White-ScrunchAI--EP122-e3eim0c
Audio file: https://anchor.fm/s/fe2628e4/podcast/play/114955724/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-1-3%2F417369739-44100-2-dbbe253392b0c.mp3
Processing state: processed
JSON: https://stenobird.com/v1/public/podcasts/ai-agents-podcast/episodes/building-ai-research-agents-with-kevin-white-scrunchai-ep122
Duration seconds: 2031

## Resource

As AI-driven discovery replaces traditional search, brands must shift from optimizing for clicks to optimizing for visibility within LLMs. This episode explores how to benchmark brand presence in ChatGPT and Perplexity and how to structure web content for AI crawlers.

## Highlights
- Main idea: Traditional SEO is evolving into 'AI Engine Optimization' where the goal is being cited in LLM responses
- Practical takeaway: Use structured formats like Markdown and JSON to make your website more readable for AI agents
- Failure mode: Relying solely on JavaScript-heavy interfaces can make your site uncrawlable for AI bots
- Main idea: The rise of 'zero-click search' means marketers must measure brand share-of-voice within AI platforms, not just organic traffic
- Practical takeaway: Identify and analyze AI bot traffic to understand which models are crawling your site and which pages they prioritize

## Topics

AI SEO, LLM Optimization, Zero-Click Search, Brand Analytics, AI Crawlers, Digital Marketing Strategy, Agent Experience, Content Monetization

## Chapters
- 1:00 — The Shifting Search Landscape: An introduction to how the transition from traditional search engines to AI platforms is changing marketing fundamentals.
- 3:30 — Identifying New Growth Channels: Kevin discusses spotting the trend of referral traffic coming from ChatGPT and Perplexity as a signal for new marketing opportunities.
- 8:35 — Measuring AI Brand Visibility: Why marketers need new analytics to track how their brand is represented in AI-generated responses.
- 11:10 — Optimizing for AI Crawlers: The technical necessity of making web content accessible to bots by moving beyond human-centric JavaScript interfaces.
- 13:35 — Analyzing AI Bot Traffic: How to use IP metadata and unique identifiers to track which LLMs are interacting with your site.
- 18:35 — The AI Marketing Maturity Model: A framework for moving from simple benchmarking to active content optimization and strategic action.
- 28:35 — The Risk of Model Collapse: A discussion on the dangers of AI training on AI-generated content and the importance of human-led research.

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## Transcript

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