Azoma Secures Investment from Dunnhumby Ventures to Accelerate Agentic Commerce Optimization
News related to:Azoma · 2 min read
London, Sept. 18, 2026 /CourierPR/ -- Azoma, the Agentic Commerce Optimization platform, has secured an investment from dunnhumby ventures to accelerate its product development. This move underscores the growing importance of AI shopping agents in the retail landscape, as these digital assistants are increasingly becoming the primary route to purchase for consumers.
According to Max Sinclair, CEO and Co-Founder of Azoma, the investment reflects a shared vision that AI shopping assistants are rewriting the path to purchase.
The investment will support Azoma's efforts to connect AI visibility to recommended actions and measure incremental revenue. This is crucial as the biggest challenges facing Answer Engine Optimization (GEO) and Generative Engine Optimization (GEO) tools are knowing which prompts to track and what the revenue impact of actions has been. dunnhumby's data and expertise will enable Azoma to provide both.
dunnhumby ventures, dunnhumby's strategic innovation and venture capital arm, has a track record of partnering with startups and tech companies. Leo Nagdas, Head of dunnhumby ventures, has joined Azoma as an advisor to the board as part of the investment. Nagdas founded dunnhumby's Retail Innovation Network, an open innovation program for retail technology leaders.
Azoma's analysis of tens of millions of AI responses in the second quarter of 2026 found that earned or social media accounts for 86.5% of the citations behind Alexa for Shopping's recommendations, and 76% of those behind Walmart Sparky's. ChatGPT draws more heavily on retailer sources, at 37.1%. This indicates that the answer a shopper receives is largely assembled from sources the brand does not own, highlighting the AI visibility problem that Azoma aims to solve for commerce and CPG brands.
The investment will help Azoma extend its ability to connect AI visibility to recommended actions and measure incremental revenue.
Azoma's Agentic Commerce Optimization platform helps brands drive revenue through AI shopping agents like Alexa for Shopping, Walmart Sparky, ChatGPT, Gemini, and others. The platform combines AEO/GEO measurement with optimization and execution across product data, content, and third-party sources that influence how AI systems discover, interpret, and recommend products. Trusted by leading consumer brands including L'Oréal, Unilever, Mars, Beiersdorf, and Reckitt, Azoma is the technology layer that helps brands increase product visibility, recommendations, and sales through AI-powered shopping experiences.
The investment from dunnhumby ventures will accelerate Azoma's product roadmap for customers, including L'Oréal, Unilever, and Mars, extending its ability to provide actionable insights and drive revenue growth in the agentic commerce ecosystem.