Bluefish, an AI marketing platform that helps brands monitor and optimise their presence in AI models, announced a $20m Series A funding round.
The round was led by NEA, with other investors including Salesforce Ventures, Crane Venture Partners, Swift Ventures, and Bloomberg Beta, bringing the company’s total funding to $24m.
Bluefish, which was founded in 2024, specialises in Generative Engine Optimisation (GEO) – the act of optimising a brand’s visibility online to be better picked up by AI crawlers and rank highly in AI search results.
The company offers a suite of tools that can track brand performance and visibility in AI models, manage brand positioning, optimise a strategy, and generate content.
Bluefish’s customer base are primarily Fortune 500 companies, giving these brands visibility into which prompts led to brand inclusion and data protection.
The US-based AI firm says it will use the funding to expand its product and engineering and client-facing teams.
Appearing in AI Search Results
As consumers increasingly turn to AI assistants instead of traditional search engines, brands face a new visibility challenge: how they appear in AI-generated answers.
Unlike SEO, where ranking depends on keywords and links, AI search draws on vast training data and real-time signals.
That means brands must ensure their messaging, content, and authority are consistently reflected in sources large language models pick up information from.
As a result, competitors focused on helping brands understand how they appear in AI search results – such as Yext, Athena, and BrightEdge – are gaining traction.
“We’re living through a paradigm shift as AI transforms how consumers discover, evaluate, and buy – the stakes for global brands have never been higher,” said Ann Bordetsky, Partner at Bluefish investor NEA.
She continued: “Bluefish was built from the ground up to support the needs of enterprises, and is led by a proven team that has guided CMOs and marketing teams through the last major transitions of the internet.
