How The Prompting Company is Helping Brands Get Discovered by AI

The Prompting Company, an AI-optimization platform led by Kevin Chandra, Michelle Marcelline, and Albert Purnama, has secured $6.5 million from Peak XV Partners, Base10, Y Combinator, Firedrop, and angels, including Logan Kilpatrick.

As AI becomes the primary interface for product discovery and autonomous agents begin transacting on users’ behalf, The Prompting Company aims to equip brands to market effectively to both agents and humans.

Recent website growth has been driven more by AI bots than human visitors, according to co-founder and CEO Chandra’s comments to TechCrunch. Developers are already turning to AI tools for product recommendations within their workflows, and human involvement in parts of the purchasing funnel is expected to decline over time.

Chandra argues this shift will require brands to develop AI-facing websites, streamlined versions designed for agents, without navigation bars, pop-ups, or marketing content. Most businesses still build sites exclusively for human visitors, Chandra noted in TechCrunch, yet AI agents are now the fastest-growing segment of internet traffic and demand a fundamentally different interface.

The platform works by identifying the purchase-intent questions AI agents ask, generating structured content to answer them, and directing agents to dedicated AI-optimized pages. The Y Combinator–backed startup enables companies to publish thousands of agent-friendly pages so LLMs can reference their information even without traditional SEO rankings. While SEO remains relevant, Chandra says brands are increasingly prioritizing GEO, where product recommendations surface based on conversational relevance rather than paid keywords or search position. This evolution could reshape how purchasing happens as emerging standards, such as Google’s Agent2Agent framework and OpenAI’s partnership with Stripe, enable AI agents to browse and complete transactions end-to-end on behalf of users.

Chandra says The Prompting Company helps major e-commerce and software platforms expose core actions, like purchases, returns, and product comparisons, to AI agents. While agents are not yet routinely triggering these flows, that shift is expected soon, paving the way for future conversion-driven models. For now, the focus is on enabling brands to be discovered and recommended by AI.

The company serves fintech, developer tools, and enterprise SaaS customers, including a Fortune 10 firm, and hosts roughly 500,000 pages. It drives tens of millions of visits to client sites each month and charges a subscription based on prompts tracked and pages hosted.

Founded by repeat YC entrepreneurs who previously built Typedream and Cotter, the startup has raised funding from Peak XV Partners, Base10, Y Combinator, and others, and is working with Nvidia on next-generation AI search as AI-powered discovery becomes a major distribution channel.