Azoma secures £3m to monitor and correct brand appearances in AI assistants
This article covers Azoma, a SaaS startup, which has raised £3m in a pre-Series A round to expand a platform that helps brands and retailers appear correctly in AI-driven product discovery. The funding is intended to accelerate product development and go-to-market activity and targets brands and retailers seeking to maintain visibility and accuracy in LLM and AI-driven ecommerce discovery.
Azoma, a SaaS startup, has raised £3 million in a pre-Series A round to expand a platform that helps brands and retailers appear correctly in AI-driven product discovery. The funding comes as large language models and AI assistants reshape how consumers find and buy products, and Azoma says the cash will be used to accelerate product development and go-to-market activity.
Why it matters
AI assistants and LLM-derived search results are increasingly influential in purchase journeys. The company cites research that 74 percent of consumers use AI tools at some point in their path to purchase, and public comments from Amazon leadership that its AI shopping assistant drives materially higher conversion. For brands, that means being visible and accurately represented in AI answers is rapidly becoming a commercial priority rather than a marketing nice-to-have.
Azoma positions itself as a tool for brands to protect and grow visibility in this new discovery layer. If those claims hold at scale, the winners will be companies that can translate product data into the formats and signals that LLMs and chat assistants use when composing answers.
Inside the product
Azoma sells an end-to-end, verticalised workflow platform focused on AI discoverability for ecommerce. Key elements highlighted by the company:
- Two patents that underpin the offering: one for AI brand monitoring that tracks how brands show up in chatbot answers, scores authority, and predicts AI responses; another for AI product content optimisation that analyses ecommerce data and generates AI-optimised content with one-click publishing.
- A patented digital twin simulation that attempts to predict AI responses before content is deployed.
- Monitoring across multiple AI outputs including ChatGPT, Google AI Overviews, and Amazon Rufus to measure visibility scores, sentiment, and sourcing by LLMs.
The company says revenue reached seven figures over the last ten months and it achieved profitability in Q2 2025. Azoma also lists early commercial traction with consumer brands and retailers such as Mars, Colgate, Zappos, P&G, Reckitt, Beiersdorf, and Canadian Tire. These clients represent household-name consumer goods and retailers that have high stakes in being recommended correctly by AI systems.
Who are the investors?
Azoma’s pre-Series A included participation from Ignite Ventures, Rank Ventures, eBay Ventures x Techstars, Twinpath, MaRS IAF, strategic angel investors from retail and AI (including the Chairman & CEO of The Winn-Dixie Company and senior leadership at Google DeepMind), and non-dilutive funding.
In the announcement, Saumya Kowtha, Investor at MaRS IAF, said:
Azoma is a pioneer in the AI space, combining deep algorithmic expertise and a data-driven mindset. The team brings vision, energy, and imagination. Their commitment to continuous improvement and support for our business priorities are foundational to our partnership. We feel better equipped to take on AI. This funding milestone is testament to the extraordinary momentum they’re building.
In the announcement, John Spindler, Partner at Twinpath Ventures, said:
Azoma's unique combination of deep industry understanding and State-of-the-Art AI has enabled their clients to adapt to the seismic change of LLM powered search. Now used by some of the world's leading consumer brands, Azoma patented protected AI is enabling world leading customers to not only protect sometimes hundreds years of brand value but also to reach new customers
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Founder perspective
In the announcement, Max Sinclair, Co-founder & CEO, said:
A thousand years ago, the average person owned around a dozen possessions. One hundred years ago, 99% of everything we brought was from a local merchant. Amazon has now been with us for three decades and the iPhone for just two. Currently, we are in the era of LLM-based commerce. In a year or two, most of our day-to-day shopping will be done by virtual AI Agents. In five years or so, we will see AI embedded directly physically into appliances from smart mirrors, recommending skincare, to smart toilets analysing biometrics to optimise diets. Who knows what the world will look like in fifty years. Azoma will be the partner of choice for the world's most loved consumer brands through all of these changes to ensure they remain discoverable and dominant
Sinclair’s comments place Azoma’s product strategy in a long-term vision of agent-driven commerce and embedded AI, and frame the current raise as funding to scale the platform ahead of those shifts.
The bigger picture
The raise underscores continued investor interest in AI-first SaaS that helps established brands adapt to changing discovery mechanics. For UK and European retailers and brands, the challenge will be twofold: creating content and product data that LLMs can interpret correctly, and monitoring how generative systems actually present products to consumers.
As AI assistants and chat-driven shopping gain traction, companies that can reliably measure and influence how their products are surfaced will have a commercial advantage. This funding round adds to momentum for tools addressing that gap and flags a growing niche for specialised ecommerce SaaS in the AI era.
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