French startup Dialog introduced a €3.7 million ($4.4 million) Seed spherical to create AI brokers educated on model information, able to promoting each on e-commerce web sites and thru different AI brokers corresponding to ChatGPT, Perplexity, or Gemini.

The spherical was led by Galion.exe, with participation from Kima Ventures, Weaving Group, and enterprise angels together with executives and leaders from Criteo, Hugging Face, Decathlon and AB Tasty. Dialog has additionally been backed by startup studio Hexa.

“E-commerce web sites haven’t actually modified for the reason that 2000s they’re nonetheless databases with classes, filters, and a search bar. Generative AI lastly makes it doable to alter that and recreate a real gross sales expertise identical to in-store,” mentioned Antoine Grimal, co-founder & CEO, Dialog.

In 2025, a number of European startups working in adjoining areas to conversational AI for e-commerce introduced new funding rounds.

London-based Merx secured €1.1 million in pre-Seed financing to develop an AI-driven conversational platform enabling manufacturers to speak with customers by way of WhatsApp and related channels. Prague startup TopK raised €4.6 million at Seed stage to construct an AI-native search engine for enterprises, together with purposes for on-line retail. Berlin-based Peec AI closed a €7 million Seed spherical to assist its platform targeted on AI search and “Generative Engine Optimisation,” serving to manufacturers adapt to discovery by programs corresponding to ChatGPT and Perplexity. In the meantime, Ghent’s Dalton raised €1 million in pre-Seed funding to rework static web sites into AI-powered progress engines for e-commerce and SaaS.

Collectively, these bulletins symbolize roughly €13.7 million of early-stage funding flowing into AI-enabled search, conversational instruments, and website-conversion applied sciences throughout Europe in 2025.

“Shoppers are already used to speaking to AI. In case your web site doesn’t allow them to do it, they’ll go ask ChatGPT as a substitute,” added Grimal.

The explosion of ChatGPT and conversational assistants marks a turning level in how individuals store. At this time, greater than 70% of customers already use AI to analysis and evaluate merchandise earlier than making a purchase order (McKinsey – August 2025).

Customers not flick through countless classes and filters they ask questions and anticipate on the spot, correct, and personalised solutions.

This shift from “click on and browse” to “ask and purchase” is reworking the web purchasing expertise. To remain forward, Dialog argues manufacturers should embrace AI on the core of the purchasing journey serving a brand new technology of customers who store by dialog.

Based in 2022 by Antoine Grimal and Louis Pinsard, Dialog is an AI startup innovating e-commerce with a model agent able to representing a model, advising clients, and even conversing with different AI brokers.

Dialog already integrates with the principle CMS platforms utilized by on-line retailers, making large-scale deployment seamless – it’s at present in use by greater than 300 e-commerce manufacturers, reportedly tripling the conversion price of holiday makers who work together with it.

• At OhMyCream, the agent helps clients discover their superb magnificence routine with a personalised skincare evaluation from a photograph.
• At Delsey Paris, it guides consumers in selecting baggage suitable with every airline, simplifying a step that’s typically complicated.
• At MG Motor, it solutions guests’ questions on fashions and financing choices, then directs them to ebook an appointment at a dealership to finalize their buy.

“AI gained’t kill manufacturers however it’ll reward people who transfer quick and rethink how they interact,” mentioned Grimal.

In contrast to chatbots relegated to the underside nook of a web page, Dialog is absolutely embedded throughout the purchasing expertise throughout product pages, homepages, and search bars making a seamless, conversion-driven journey.

Dialog solutions shopper questions, recommends the precise merchandise, and recreates the easy expertise of an in-store salesperson driving as much as 3× greater conversion charges amongst guests who work together with it in comparison with the positioning common.

Dialog’s brokers may even converse straight with different AI brokers driving visitors to the positioning opening the door to a brand new technology of AI-to-AI commerce.

“Dialog turns hundreds of buyer interactions into actionable information – unlocking a brand new supply of insights that e-commerce had by no means been capable of faucet into earlier than,” added Rémi Aubert, CEO and co-founder of AB Tasty.

In accordance with information offered by the corporate: Dialog has powered greater than 1,000,000 conversations and triggered over 300,000 add-to-cart occasions, with 20% of holiday makers participating in a dialog. Customers who work together with Dialog expertise a conversion price 3 times greater, alongside a 25% enhance in common order worth, whereas sustaining a 95% conversational satisfaction price.

The funding will speed up product growth by strengthening the agent’s capabilities, and assist Dialog’s business enlargement throughout Europe.

“Dialog completely embodies what we search for at Hexa: a daring imaginative and prescient, a product reshaping its business, and an distinctive crew behind it,” mentioned Thibaud Elzière, Companion at Hexa.