Promptwatch Raises €6M Seed to Help Brands Win AI Search Visibility

Amsterdam-based Promptwatch has closed a €6M seed round to expand its AI search optimization platform, which helps brands appear in ChatGPT, Claude, and other AI chatbots. With nearly 2,000 users and €2M ARR just 12 months post-launch, the startup is now eyeing New York. The raise signals growing investor appetite for the emerging generative engine optimization (GEO) market.

Amsterdam-based Promptwatch has raised a €6 million seed round to expand its platform, which tracks and boosts brand visibility across AI chatbots like ChatGPT and Claude. The round was led by Berlin-based Seed + Speed Ventures, with participation from Blum Ventures and Arches Capital.

Traction and Team

Founded just over a year ago, Promptwatch has moved quickly:

Nearly 2,000 customers, including Duolingo and Fireflies
Hit €2M in annual recurring revenue by May 2026 — 12 months after launch
A team of 17 people, now expanding into New York

The funding will support the company's new U.S. office as it competes in an increasingly crowded global market.

A New Category: Generative Engine Optimization

AI search optimization — also called GEO (generative engine optimization) — has rapidly become a priority for marketers trying to ensure their brands surface inside AI-generated responses. A wave of startups, agencies, and "AI visibility experts" has emerged to serve this demand.

"I think there are around 10 serious competitors for AI search globally. In Europe, it's us and Peec." — Gijs de Groot, cofounder and CEO

de Groot says Promptwatch's key differentiator is that it doesn't just track AI visibility — it also creates chatbot-friendly content for clients, something he says Berlin rival Peec doesn't offer.

Why Traditional SEO Playbooks Are Breaking Down

AI search presents a fundamental transparency problem for marketers. With traditional search, companies could monitor keywords and attribute traffic to specific pages. Chatbots offer no such clarity — they reference brands, compare providers, and cite sources without revealing why certain information surfaces.

"The chatbots all pull from different places, whether that's Reddit or YouTube, so your company needs to show up in multiple places now." — de Groot

de Groot's top advice for brands wanting more AI search presence: publish more fresh content, more frequently. The era of a single evergreen blog post ranking for years is over.

"It used to be that you could write one good blog post and it would keep showing up on Google for years. Now, content has a much shorter shelf life."

In a telling sign of the times, some of Promptwatch's own post-raise marketing budget will go toward improving its Google search visibility — even as the company bets its future on the AI search era replacing it.