Archive, a creator marketing platform built for AI companies and consumer brands, has announced a strategic funding round led by Anti Fund, the firm founded by Jake and Logan Paul, and Florida Funders. The round includes angels from OpenAI and Perplexity and more than 50 founders and executives from companies such as Attentive, Hugging Face, Brex and Ramp. Battery Ventures, Stripe, Tiger Global, Lux Capital and Human Capital are also among the company's investors.
AI Companies Are Racing to Creators
Creator advertising has become a $37 billion U.S. channel that is growing roughly four times faster than the broader media market. For AI companies competing in crowded and fast-moving categories, creators provide a shortcut to product demonstrations, practical education, and cultural relevance. Archive states that two of the largest AI labs now use its platform to run creator marketing, reflecting the same trust dynamic that attracts major consumer brands.
The Creator Marketing Bottleneck
Most teams cannot run large-scale creator programs because the channel depends heavily on manual labor. Budget availability is rarely the constraint, but hiring dozens of influencer managers quickly is not realistic. Archive was built to close this gap by automating manual workflows and removing the labor bottleneck at the center of modern creator marketing.
What Archive Does
Brands use Archive for social listening and insights that reveal what is working for their own brand and for competitors. The platform also manages creator programs end to end, from finding the right creators to turning their strongest posts into paid partnership ads. Both capabilities run on AI that watches and understands short-form video, allowing brands to see what manual tools often miss.
From Painful Beginnings to Scale
Archive began at Ketone-IQ, where its founders scaled the brand past a $40 million revenue run rate and relied heavily on creator marketing. The team had to review thousands of videos by hand, manage content that expired within 24 hours, and still missed a large share of it. The broader industry typically runs at around 50 creators per coordinator, which keeps brands from increasing spend even when demand is present.
How Archive Removes the Labor Constraint
Archive was founded in 2021 to automate those manual workflows, and its system now watches tens of millions of short-form videos each day. The company says this approach captures 400 percent more brand content than the next best tool. That visibility includes untagged posts that caption-reading tools overlook, which gives brands a more complete view of their presence in culture.
Platform Traction and Capabilities
More than 1,000 brands now run on Archive, including DoorDash, Pinterest, and L'Oréal. Its AI analyzes transcripts and captions beyond bios and hashtags, while Deep Research reports can evaluate up to 25,000 videos in under five minutes. MCP connects Archive's data to other AI tools, and AI Filters automate sorting and compliance checks based on brand-defined logic.
Measurable Results
PopUp Bagels captured more than 20,000 pieces of user-generated content and $4.5 million in earned media value in two months. Kettle & Fire tracks roughly 17,000 pieces of creator content a year, an increase of about 45 percent year over year, while saving its team 40 to 50 hours each week. These examples illustrate how automation can shift creator marketing from a manual service to a scalable performance channel.
Archive expects creator marketing to become the third great advertising platform after Google and Meta, with brands eventually running thousands of creator relationships the way they run paid media today. The company argues that AI companies are already treating creators as their number one growth channel and are adopting its platform to manage that work. With expanded product capabilities and a growing customer base, Archive is positioning itself to lead the next phase of creator marketing.