Amsterdam's Promptwatch raises €6m seed to help brands rank on AI chatbots
What's the deal? Amsterdam-based PromptwatchDealroom has a profile for this one. Try Dealroom → has raised a €6m seed round to help companies boost their visibility on AI chatbots such as ChatGPTDealroom has a profile for this one. Try Dealroom → and ClaudeDealroom has a profile for this one. Try Dealroom →. Berlin firm Seed + Speed VenturesDealroom has a profile for this one. Try Dealroom → led the round, with Blum VenturesDealroom has a profile for this one. Try Dealroom → and Arches CapitalDealroom has a profile for this one. Try Dealroom → participating.
By the numbers: The startup says it has almost 2,000 users, including Duolingo and Fireflies, and hit €2m in annual recurring revenue in May 2026, 12 months after launch. Its round ranks among the largest seed deals in Dutch big data, sitting in the 99th percentile of 234 comparable rounds.
What's the endgame? The funding will support Promptwatch's expansion into the US, where it has just opened a New York office. The 17-person team differs from European rival Peec by also creating chatbot-friendly content for customers, according to cofounder and chief executive officer Gijs de Groot.
Why now? AI search optimisation — also known as generative engine optimisation (GEO) — has become a priority for marketers trying to ensure brands surface in AI search. Traditional search let companies track keywords and traffic; chatbots cite sources without showing why certain information appears.
What could go wrong? The field is crowded. "I think there are around 10 serious competitors for AI search globally," de Groot says. "In Europe, it's us and [Berlin-based] Peec.”
The signal: As chatbots pull from sources like Reddit and YouTube, visibility is harder to measure and control. De Groot's main advice for brands: 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," he says. "Now, content has a much shorter shelf life."
Read more: Sifted
Image credit: Promptwatch
