What does ChatGPT say about your brand? Miracly raises US$2M to find out

In October, Wild Ventures, the Swedish-founded company behind home decor brand Wild Palace, launched Miracly, an AI marketing platform, after securing a US$2 million pre-seed round. The round was led by Singapore-based BEENEXT and Lotus, with participation from a Swedish family office and existing backers including Stefan Lindeberg and Alex Bouaziz. The company did not disclose a valuation.

Miracly's launch marks a notable turn for Wild Ventures, which had previously described itself as a house of brands. The company's portfolio includes brands such as Wild Palace, Poositive Pets, and Future Paper, all of which focus on categories like wallpaper, pet accessories, and paper packaging. The new AI platform is a significant shift, as it is a business software designed for marketing teams rather than individual shoppers.

Co-founders Arvid Lithander and Shannon Cullum have backgrounds in advertising agencies, including Saatchi & Saatchi, Wieden+Kennedy, and MullenLowe. The team is now focused on helping marketing teams track how brands appear on AI platforms and manage work across channels. The idea is to monitor how chatbots and AI assistants describe and recommend a brand, then help the team act on what they find.

AI search is changing how brands are discovered online, presenting marketers with yet another channel to monitor and influence. For Southeast Asia, where discovery is fragmented across languages, super apps, and social commerce, adding AI answer engines to the mix is crucial but not cheap. Miracly may have an advantage by targeting mid-market brands and Asian firms that are not prioritized by Silicon Valley's enterprise-first players.

However, the success of Miracly will depend on its ability to demonstrate a repeatable and measurable way to influence AI answers, which remains uncertain at this stage.