France-based startup Dialog has secured a €3.7 million seed round, equivalent to about $4.4 million, to push its AI shopping agent deeper into global e-commerce. The company develops brand-specific AI agents that guide customers through online purchases and, increasingly, interact directly with other AI systems. The funding underlines how conversational AI is moving from novelty to core infrastructure for digital retail.
Funding Round and Investor Backing
The seed round was led by Galion.exe, with participation from Kima Ventures, Weaving Invest and a group of prominent business angels from La Redoute, Criteo, Decathlon, Cdiscount, Veepee, AB Tasty and Hugging Face. Dialog is also supported by startup studio Hexa, which helped incubate the company in its early stages. Co-founders and leaders Antoine Grimal, CEO, and Louis Pinsard, CTO, describe the raise as a key step in scaling both the product and the engineering team.
Product Vision and Market Shift
Dialog is building AI agents that are trained on each brand’s data, catalog and tone of voice, and can sell directly on e-commerce websites as well as through external AI interfaces such as ChatGPT, Perplexity or Gemini. The company argues that shoppers are moving from browsing to asking questions, pointing to research that suggests around 70 percent of consumers already use AI to research and compare products before purchasing. In this context, Dialog positions its technology as a way for brands to keep those AI-powered conversations on their own properties rather than losing them to third-party platforms.
How Dialog Works for Brands
The Dialog agent is embedded directly into a retailer’s site experience, appearing across homepages, product pages and search, instead of sitting as an isolated chatbot in a corner. Trained on brand-specific content and rules, it answers questions, recommends products and guides users toward purchase decisions in a way that aims to mirror an in-store sales assistant. According to the company, visitors who interact with Dialog can convert up to three times more than the site average, turning casual browsing into measurable sales performance.
Traction and Customer Adoption
Dialog reports that it is already live with more than 300 brands, including names such as Oh My Cream, DELSEY PARIS and MG Motor France. Across its customer base, the platform has powered over one million conversations and driven around 300,000 add-to-cart events, highlighting the scale at which shoppers are engaging with AI during the buying journey. The team frames these metrics as early evidence that conversational commerce is becoming a standard expectation rather than an experimental feature.
Technical Roadmap and Team Expansion
On the technical side, Dialog is preparing for a next phase focused on agent-to-agent communication and multimodal reasoning, where its brand agents can process richer inputs and coordinate more complex tasks. Co-founder and CTO Louis Pinsard highlights challenges such as enabling different AI agents to exchange information reliably while preserving a brand’s rules and constraints. The current engineering team, including early contributors like Soufiane Eddamani and Benjamin Changala, is being reinforced with new hires such as Bastien Pederencino and Elio Tan to accelerate this roadmap.
Positioning in Europe’s AI Commerce Landscape
Dialog’s raise comes as several European startups working on adjacent AI technologies for commerce, search and website conversion have also secured early-stage capital in 2025. Companies like Merx, TopK, Peec AI and Dalton have collectively attracted tens of millions of euros to build conversational interfaces, AI-native search engines and AI-optimized discovery layers for brands. Taken together, these deals point to a broader European push to adapt e-commerce infrastructure to a world in which discovery and purchase journeys run through AI systems.
With its new funding, Dialog aims to deepen its footprint among online retailers while preparing for a future where brand agents routinely converse with external AIs to drive traffic and sales. The company’s early traction with hundreds of brands and strong investor roster suggest confidence that conversational agents can materially lift conversion rates and average order values. As consumer behavior continues to shift toward “ask and buy,” Dialog is betting that AI-native shopping agents will become a default layer of the e-commerce stack rather than an optional experiment.