Azoma wants to help brands win the AI shopping race. See the pitch deck that helped it raise $11.2 million.

Azoma, cofounded by Timur Luguev and Max Sinclair, just raised $11.2 million in Series A funding.

Azoma Azoma helps brands get their products discovered by AI shopping agents.

Its platform measures brands' AI visibility among specific shoppers and offers tips to improve.

Azoma just raised $11.2 million in a round led by Puma Growth Partners.

As people begin to delegate online purchases to AI assistants and agents, the startup Azoma wants to ensure its consumer-goods clients make the shopping list.

Azoma works with brands to help their products be discovered by AI shopping agents and platforms, including OpenAI's ChatGPT , Google's Gemini , Alexa for Shopping , and Walmart's Sparky .

The company exclusively told CMO Insider on Wednesday that it had raised an $11.2 million Series A funding round, led by Puma Growth Partners.

Founded in 2022, Azoma initially focused on helping brands show up prominently in AI search and chatbots, operating in the fast-growing field of generative engine optimization , or GEO.

Then, over the past year, at least a dozen new AI shopping assistants from retailers rolled out, alongside the launch of personal AI assistants like Meta's Muse , OpenAI's Dots , and Instinct, which can also make purchases on a user's behalf.

In December, Morgan Stanley estimated that AI-powered shopping assistants could account for up to $385 billion in US e-commerce sales by 2030.

"The space has evolved rapidly from customers just really caring about answer engines to caring about the other types as well," Azoma CEO Max Sinclair told CMO Insider.

Azoma's customers include Unilever, L'Oréal, Reckitt, and Mars.

It offers them a service it calls agentic commerce optimization, a technique that helps make their products more discoverable by large language models and more likely to be recommended by them.

Azoma suggests actions the clients can take to improve their visibility, from honing their marketplace listings to optimizing their content on YouTube and Reddit.