Azoma, a company pioneering Generative Engine Optimisation (GEO) for eCommerce, has raised £3m in pre-Series A funding.

The platform helps major brands and retailers – including Mars, Colgate, HP, Reckitt, Beiersdorf, Canadian Tire and Zappos – increase their share of visibility in AI search.

The London startup was founded by former Amazon executive Max Sinclair and Timur Luguev, a PhD and postdoc in AI.

The round included Ignite Ventures, Rank Ventures, eBay Ventures x Techstars, Twinpath and MaRS IAF, as well as strategic angel investors such as the chairman & CEO of The Winn-Dixie Company, and senior leadership at Google DeepMind.