Azoma raised an $11.2 million Series A led by Puma Growth Partners for software that tracks and improves how brands’ products show up in AI shopping assistants like ChatGPT, Gemini, Alexa for Shopping, and Walmart’s Sparky. Dunnhumby, the Tesco-owned customer data firm, also invested, and Azoma plans to use its data to build attribution tools for large consumer brands, a client list that already includes L’Oréal, Unilever, Mars, and Reckitt. Azoma says its review of 38 million AI citations shows each assistant relies on different sources. Editorial coverage accounts for about half of Gemini’s citations but under 8% of Google AI Overviews’, and affiliate sites make up nearly 40% of what Alexa for Shopping cites compared with less than 2% on the other engines.
