Dialog’s AI Shopping Agent Secures €3.7 Million Funding After 300k Add-to-Cart Events

French startup Dialog has recently secured a Seed round of €3.7 million ($4.4 million) to develop AI agents trained on brand data. These agents are designed to facilitate sales on e-commerce platforms and interact with other AI agents such as ChatGPT, Perplexity, or Gemini.

The funding round was led by Galion.exe, with contributions from Kima Ventures, Weaving Group, and various business angels, including executives from companies like Criteo, Hugging Face, Alltricks, and AB Tasty. Dialog has also received support from startup studio Hexa.

Antoine Grimal, co-founder & CEO of Dialog, emphasized the need for a transformation in e-commerce websites, stating, “E-commerce websites haven’t really changed since the 2000s they’re still databases with categories, filters, and a search bar. Generative AI finally makes it possible to change that and recreate a true sales experience just like in-store.“

In the year 2025, several European startups in the conversational AI space for e-commerce announced significant funding rounds. Merx, based in London, secured €1.1 million in pre-Seed financing to develop an AI-driven conversational platform for brands to engage with consumers via messaging apps like WhatsApp. Prague’s TopK raised €4.6 million in Seed funding to create an AI-native search engine for enterprises, particularly in online retail. Peec AI, located in Berlin, closed a €7 million Seed round to enhance its platform focused on AI search and “Generative Engine Optimization,” catering to brands adapting to discovery through AI systems. Additionally, Ghent’s Dalton raised €1 million in pre-Seed funding to enhance static websites using AI for e-commerce and SaaS growth.

These funding announcements collectively represent approximately €13.7 million of early-stage investments in AI-enabled search, conversational tools, and website-conversion technologies across Europe in 2025.

Grimal highlighted the importance of AI in the shopping experience, stating, “Consumers are already used to talking to AI. If your website doesn’t let them do it, they’ll go ask ChatGPT instead.“

The rise of ChatGPT and conversational assistants signifies a shift in the way people shop, with over 70% of consumers relying on AI for product research and comparison before making a purchase.

This shift has led to a change in consumer behavior, where shoppers prefer asking questions and receiving personalized answers rather than navigating through traditional browsing methods. To remain competitive, Dialog asserts that brands must integrate AI into the shopping journey to cater to a new generation of conversational shoppers.

Founded in 2022 by Antoine Grimal and Louis Pinsard, Dialog is an AI startup revolutionizing e-commerce with a brand agent capable of representing a brand, assisting customers, and engaging with other AI agents. Dialog seamlessly integrates with major CMS platforms used by online retailers, enabling easy deployment. The platform is currently utilized by over 300 e-commerce brands, reportedly tripling the conversion rate of visitors who interact with it.

Dialog’s impact is evident through its collaborations with brands like OhMyCream, Delsey Paris, and MG Motor. At OhMyCream, the agent provides personalized skincare recommendations based on a photo analysis, while at Delsey Paris, it aids shoppers in selecting airline-compatible luggage. Additionally, at MG Motor, the agent answers queries about car models and financing options, guiding visitors to book appointments at dealerships for purchases.

Grimal emphasized the importance of fast adaptation to AI in engaging consumers, stating, “AI won’t kill brands but it will reward those that move fast and rethink how they engage.“

Unlike traditional chatbots, Dialog is seamlessly integrated into the shopping experience across various pages, enhancing the conversion journey. The platform offers personalized product recommendations, answers shopper queries, and mirrors the experience of an in-store salesperson, resulting in significantly higher conversion rates compared to average site performance.

Dialog’s agents can even interact with other AI agents, driving traffic and enabling a new era of AI-to-AI commerce. Rémi Aubert, CEO and co-founder of AB Tasty, emphasized the value of Dialog in leveraging customer interactions for actionable insights that were previously untapped in e-commerce.

Dialog’s impact is quantified through data provided by the company, showcasing over 1,000,000 conversations powered, 300,000 add-to-cart events triggered, and a 20% engagement rate among visitors. Users interacting with Dialog experience a threefold increase in conversion rates, a 25% rise in average order value, and a 95% conversational satisfaction rate.

The recent funding will fuel product development to enhance the agent’s capabilities and support Dialog’s expansion across Europe. Thibaud Elzière, Partner at Hexa, commended Dialog for its innovative vision and disruptive product, aligning with Hexa’s investment criteria.

In conclusion, Dialog represents a paradigm shift in e-commerce, blending AI seamlessly into the shopping journey to cater to the evolving needs of consumers. By leveraging AI for personalized interactions and enhanced conversion rates, Dialog is at the forefront of transforming online shopping experiences across Europe.