Key Takeaways
Promptwatch Explainer Series - 3 step guide to AI Search Optimization
- Promptwatch raised €6m seed led by Seed + Speed Ventures to expand into New York
- The startup reached €2m ARR in May 2026, just 12 months after launch
- CEO says companies must publish fresh content constantly to rank in AI chatbots
Promptwatch, an Amsterdam startup helping companies appear in AI chatbot responses, has raised a €6m seed round led by Seed + Speed Ventures. The company claims nearly 2,000 users, including Duolingo and Fireflies, and says it reached €2m in annual recurring revenue by May 2026, one year after launch.
Blum Ventures and Arches Capital also participated in the round. The funding will support Promptwatch's expansion into New York, where it recently opened an office.
What does Promptwatch actually do?
The company operates in a nascent field called generative engine optimization, or GEO. Where traditional SEO focused on ranking in Google results, GEO aims to get brands mentioned when users ask ChatGPT, Claude, or other AI assistants for recommendations.
"The chatbots all pull from different places, whether that's Reddit or YouTube, so your company needs to show up in multiple places now," said cofounder and CEO Gijs de Groot.
Promptwatch's team of 17 tracks how brands perform across various chatbots and creates content designed to be picked up by AI systems. De Groot says this content creation piece differentiates Promptwatch from Berlin-based Peec, which he identifies as the main European competitor.
Why marketers are worried about AI search
The problem for brands is opacity. With Google, companies could track keywords, analyze click-through rates, and see exactly which pages drove traffic. AI chatbots offer no such visibility. They reference brands, compare providers, and cite sources without explaining why certain information appears.
De Groot argues that Google rankings matter less than they did a few years ago. Still, he acknowledges the irony that some of Promptwatch's post-raise marketing budget will go toward improving its own Google visibility. Old habits die hard, even for companies selling the new paradigm.
His main advice for companies wanting better AI chatbot visibility: publish more, and publish often. "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."
A crowded global market
De Groot estimates there are around 10 serious competitors globally in AI search optimization. The European market, he says, is primarily a two-horse race between Promptwatch and Peec.
The broader category of "AI visibility experts" has emerged rapidly as marketers try to understand how LLMs decide what to surface. Some consultants focus on auditing existing content. Others, like Promptwatch, combine analytics with content production.
The €6m seed is a solid raise for a category that barely existed two years ago. Reaching €2m ARR in 12 months suggests real demand, particularly among tech companies already comfortable with AI tools.
Logicity's Take
Promptwatch's traction is real, but founders should approach GEO with clear eyes. The field is young, and no one fully understands how LLMs decide which brands to mention. That said, the underlying logic is sound: if AI assistants pull from Reddit, YouTube, and blog posts, having a presence across those channels increases your odds. For early-stage startups, the practical move is likely content diversification before paying for specialized tools. For companies with marketing budgets, tracking AI mentions through tools like Promptwatch or Peec could surface blind spots traditional SEO dashboards miss. Pricing for both remains undisclosed, so request demos before committing.
What this means for content strategy
De Groot's advice, to publish more and fresher content, has implications for how companies allocate resources. The old model rewarded depth: one comprehensive guide that ranked for years. The new model rewards velocity and distribution across platforms.
This shift creates tension. Quality content takes time. Publishing across Reddit, YouTube, and blogs simultaneously requires either a larger team or lower standards per piece. Most startups will need to pick their battles.
The other tension: AI search optimization is optimizing for a black box. Google's algorithm was opaque, but at least SEO professionals could test hypotheses and measure results. With LLMs, the feedback loop is murkier. A brand might appear in one ChatGPT session and vanish in the next.
Frequently Asked Questions
What is generative engine optimization (GEO)?
GEO is the practice of optimizing content to appear in AI chatbot responses, like ChatGPT or Claude, rather than traditional search engine results.
How is Promptwatch different from Peec?
According to Promptwatch's CEO, the main difference is that Promptwatch also creates chatbot-friendly content for customers, while Peec focuses primarily on analytics and tracking.
How can companies improve visibility in AI chatbots?
Promptwatch's CEO recommends publishing fresh content frequently and maintaining presence across multiple platforms that LLMs draw from, including Reddit, YouTube, and blogs.
What ARR did Promptwatch reach?
Promptwatch claims it reached €2m in annual recurring revenue by May 2026, 12 months after launching.
Another European seed round in a specialized AI vertical
Fast follow-on funding in the European AI startup scene
Need Help Implementing This?
If you're exploring AI search optimization for your startup, start by auditing where your brand currently appears across Reddit, YouTube, and review sites. Track a few test queries in ChatGPT and Claude to establish a baseline before investing in specialized tools.
Source: Sifted
Huma Shazia
Senior AI & Tech Writer
Produced with AI assistance and reviewed by the Logicity editorial team. Learn more in our Editorial Policy.
