Bluefish Labs Inc., an artificial intelligence marketing platform for enterprise brands, said today it has raised $20 million in early funding to change how brand intelligence and AI product discovery work in an era where consumers go to AI chatbots to discover and compare products.

The Series A funding round was led by NEA, with participation from Salesforce Ventures. Additional investors include Crane Venture Partners, Swift Ventures and Bloomberg Beta. With this new funding, the company has raised a total of $24 million.

With the proliferation of AI platforms and large language models, how customers discover products and make purchasing decisions is shifting. The rise of platforms such as OpenAI’s ChatGPT, Meta Platform Inc.’s AI, Perplexity AI Inc.’s AI-powered search engine and Google LLC’s Gemini, and AI Mode in search, are transforming the entire industry.

“Over the past year, the way consumers find and buy new products has radically changed, migrating from conventional search to AI,” said Bluefish Chief Executive Alex Sherman. “Search marketers were the first to recognize this shift in consumer behavior, but it is increasingly clear that the entire enterprise marketing stack will need to be re-imagined for AI.”

Bluefish uses it platform to analyze millions of prompt responses for the world’s largest brands to understand how large language model providers respond to consumer questions. Marketers can then use that information to monitor AI positioning and performance with real-time tracking of AI responses, optimize and tune content strategies to address opportunities, and track the impact of changes against AI segments.

“Our customers represent some of the most sophisticated marketers in the world,” said Chief Operating Officer Jing Feng. “They need customized solutions that enable differentiation in order to stay ahead. Generic one-size-fits-all platforms will inevitably fall short.”

The company said it provides transparency into every prompt, response and cited sources for enterprise customers. This allows its clients to build custom methodologies that they can tailor to their specific marketing needs, audience segments and AI platform targets.

According to the company, this knowledge is fundamental to regaining control of how consumers understand their brands. It can help them ensure that LLMs are learning from their data, not just social media, allowing enterprise teams to better represent themselves in this emerging marketing surface.

How people use the internet is changing and online shoppers are encountering AI more than ever. According the Yotpo 2025 Shopper Behavior Report, released by ecommerce marketing platform Yotpo Inc., 66% of shoppers who purchase online more than once a week report regularly using AI assistants, such as ChatGPT to inform their decisions.

Moreover, 34% of these frequent AI users specifically turn to ChatGPT for initial product discovery. According to the report, it’s not just about comparing products; it’s about discovering new possibilities or finding niche products. That information alone should tell marketers how important seeding their data in LLMs and AI platforms will be for future consumers as AI adoption continues to rise.

“These tools will be critical to winning customers who are now spending more time in AI than on the open web,” added Sherman. “That’s what we are building at Bluefish.”

Image: Bluefish Labs