Promptwatch Raises €6M to Automate AI Search Visibility for Brands

Amsterdam-based Promptwatch has closed a €6M seed round to scale its end-to-end AI Search Optimisation platform. The startup helps over 1,840 organisations — including Duolingo and Fireflies — monitor and improve how they appear in AI-generated search results. With agentic automation at its core, Promptwatch is targeting the rapidly growing gap left by traditional SEO tools.

Amsterdam-based Promptwatch has raised €6 million in seed funding to expand its AI Search Optimisation (GEO) platform. The round was led by seed + speed Ventures, with participation from Blum Ventures and follow-on investment from Arches Capital, which backed the company at pre-seed in September 2024.

The Problem with AI-Generated Search

As generative AI reshapes how people discover products and services, traditional SEO tools are falling short. AI platforms like ChatGPT and Google's AI Overviews reference brands, compare providers, and cite sources — but don't expose how that information is selected.

Marketers accustomed to tracking keyword rankings and click-through rates have no equivalent lever to pull in this new environment. That's the gap Promptwatch is built to close.

What Promptwatch Does

Founded in 2025 by Gijs de Groot and Klaas Foppen, Promptwatch gives organisations visibility into how AI models perceive and represent their brands. The platform is powered by more than 10 million data points collected daily, drawn from:

Real user prompts and AI-generated responses
Citation tracking and model update monitoring
Agentic traffic and content type analysis

From that data, Promptwatch identifies which sources influence AI recommendations, surfaces content and technical gaps, and generates prioritised recommendations to improve AI visibility.

End-to-End Automation, Not Just Monitoring

What sets Promptwatch apart from competitors is its agentic execution layer. Rather than simply reporting on AI visibility, the platform automates the optimisation workflow:

Prioritises opportunities using its agentic AI engine
Generates AI-ready content tailored to how models consume information
Publishes directly via integrations with major content management systems

The platform also supports Model Context Protocol (MCP), enabling direct integration with AI tools including ChatGPT and Claude.

"With Agentic AI Search Optimisation, we're making it easier for organisations to scale their AI search marketing through automated execution," said Gijs de Groot, CEO and co-founder.

Traction and Customer Base

The platform has already been adopted by more than 1,840 organisations, including Duolingo, Fireflies, and Monks — a sign that demand for GEO tooling is maturing quickly across both tech-native and enterprise buyers.

What the Funding Enables

The €6M seed round will be deployed across three priorities:

Product: Next-generation agentic AI search optimisation capabilities
Team: Expanding engineering and go-to-market functions
Geography: International expansion, including a new New York City office to serve US customers and deepen relationships with marketing agencies and global brands

With GEO emerging as a distinct discipline from traditional SEO, Promptwatch is positioning itself as the infrastructure layer for brands navigating AI-driven discovery.