Azoma, a London-based agentic commerce optimization platform, raised $11.2 million in a Series A funding round led by Puma Growth Partners. The round included participation from dunnhumby, Twin Path, MaRS IAF, Rank Ventures and Ignite Ventures, alongside angel investors from Google DeepMind and Legora.
Founded in 2022 by Max Sinclair and Timur Luguev, Azoma develops software that helps consumer brands improve how their products are discovered, evaluated and recommended by AI-powered shopping assistants. Sinclair serves as CEO, while Luguev is CTO. The company operates across London and Toronto.
Azoma’s Agentic Commerce Optimization (ACO) platform combines AI visibility measurement, product data optimization and content execution. It enables brands to monitor their presence across AI applications such as ChatGPT and Gemini, as well as retailer shopping assistants including Amazon’s Alexa for Shopping and Walmart Sparky.
The platform uses Digital Twin technology to simulate different AI shopper personas and assess how products appear in recommendations. It also analyzes product information and third-party content sources to identify opportunities to improve visibility across AI-driven shopping experiences.
The company plans to use the new capital to expand coverage of emerging personal AI assistants, develop its optimization and sales attribution capabilities using dunnhumby data, and recruit additional AI specialists.
Azoma reported that its revenue had grown nearly tenfold over the preceding year, while its workforce expanded from 12 to 40 employees. The company said its customers include L’Oréal, Unilever, Mars, Beiersdorf and Reckitt.
The Series A followed a $4 million financing round announced in December 2025 and a strategic investment from dunnhumby ventures in September 2026.
