{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Marketing B-Sides","title":"Track #29: Chris Andrew - Dismantling the Fallacy of Playing It Safe","html":"","width":"100%","height":180,"duration":1705,"description":"When consumers outsource web browsing to AI agents, your website is no longer being read primarily by humans. Chris Andrew, founder of Scrunch and now VP at Sitecore, sits down with Tom to break down how the customer journey has permanently shifted toward machine-first discovery and generative engine optimization.\nChris shares the story of founding Scrunch in 2023, scaling it rapidly, and navigating its acquisition by Sitecore. He addresses the 91% of marketers who claim to have an AI strategy, explaining why only 41% are actually measuring impact and taking action. We discuss why SEO was never dead, how the web is splitting into a non-visual CMS layer for AI crawlers and a personalized visual layer for humans, and how enterprise platforms are adapting to an era where AI agents make the buying decisions.\nOutside of MarTech, Chris shares his unconventional passion for hospitality, including how he became a certified Neapolitan pizza chef in Naples, built a winery in Oregon, and used Kim Gordon's philosophy on self-belief to break free from the safety of a W2 paycheck.","thumbnail_url":"https://img.transistorcdn.com/36PIZanV9DclOom8ilMHsbH0ksenNpAuppakMWXiYOA/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9lNjEy/NmYyMzZhYWM2OTE1/NjM3NmY3YzhlOTM3/MTg1Ni5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}