Amsterdam-based Promptwatch, which helps companies boost their visibility on AI chatbots such as ChatGPT and Claude, has raised a €6m seed round.
The deal was led by Berlin VC firm Seed + Speed Ventures, with Blum Ventures and Arches Capital also chipping in.
Promptwatch says it has almost 2,000 users, including tech companies Duolingo and Fireflies, and hit €2m in annual recurring revenue in May 2026, 12 months after launch.
The new funding will support the company's expansion into New York, where it has just opened an office.
"I think there are around 10 serious competitors for AI search globally," says cofounder and CEO Gijs de Groot. "In Europe, it's us and [Berlin-based] Peec.”
De Groot says what sets Promptwatch’s team of 17 apart from Peec is that it also creates chatbot-friendly content for customers.
AI search optimisation — also known as GEO (generative engine optimisation) — has emerged as a new priority for marketers, who are trying to figure out ways to ensure their brands show up in AI search.
Helping them are AI “visibility experts”, who have sprung up to cater to this emerging market, as well as startups helping companies track their brand performance across various chatbots.
Ranking well on Google matters less than it did a few years ago, de Groot says — though, ironically, some of Promptwatch's post-raise marketing budget will go toward improving its own Google visibility.
With traditional search, companies could track keywords and see which pages drove traffic. AI search is far less transparent: chatbots reference brands, compare providers and cite sources without giving companies any clear view of why certain information shows up.
"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 says.
His main advice for companies wanting more visibility on ChatGPT or Claude: publish far more fresh content.
"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."
