Azoma, a startup focused on optimizing product visibility for AI shopping assistants, has secured $11.2 million in a Series A funding round. The investment was led by Puma Growth Partners, with participation from dunnhumby, Twin Path, MaRS IAF, Rank Ventures, Ignite Ventures, and several angel investors.
Founded in 2022 by Max Sinclair and Timur Luguev, the company operates from Toronto and London. Its client portfolio features major brands such as L’Oréal, Unilever, Mars, Beiersdorf, and Reckitt. The startup previously raised a $4 million seed round in December 2025.
The platform utilizes a method called Agentic Commerce Optimization to track how products appear across various AI systems. Azoma’s internal data, based on an analysis of 38 million citations, highlights significant variations in how AI platforms prioritize information, ranging from editorial coverage to affiliate content.
The company reports that its revenue has increased nearly tenfold over the past year, while its workforce has expanded from 12 to 40 employees. New capital will be directed toward product development, recruitment, and further integration with dunnhumby data to measure the commercial impact of AI recommendations.
Azoma also offers a Digital Twin system that simulates shopper personas to test how AI assistants respond to different consumer preferences. The startup is currently developing attribution tools to link AI visibility directly to sales performance.
