French startup Dialog announced a €3.7 million ($4.4 million) Seed round to create AI agents trained on brand data, capable of selling both on e-commerce websites and through other AI agents such as ChatGPT, Perplexity, or Gemini.
The round was led by Galion.exe, with participation from Kima Ventures, Weaving Group, and business angels including executives and leaders from Criteo, Hugging Face, Decathlon and AB Tasty. Dialog has also been backed by startup studio Hexa.
“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,” said Antoine Grimal, co-founder & CEO, Dialog.
In 2025, several European startups operating in adjacent areas to conversational AI for e-commerce announced new funding rounds.
London-based Merx secured €1.1 million in pre-Seed financing to develop an AI-driven conversational platform enabling brands to communicate with consumers via WhatsApp and similar channels. Prague startup TopK raised €4.6 million at Seed stage to build an AI-native search engine for enterprises, including applications for online retail. Berlin-based Peec AI closed a €7 million Seed round to support its platform focused on AI search and “Generative Engine Optimisation,” helping brands adapt to discovery through systems such as ChatGPT and Perplexity. Meanwhile, Ghent’s Dalton raised €1 million in pre-Seed funding to transform static websites into AI-powered growth engines for e-commerce and SaaS.
Together, these announcements represent approximately €13.7 million of early-stage funding flowing into AI-enabled search, conversational tools, and website-conversion technologies across Europe in 2025.
“Consumers are already used to talking to AI. If your website doesn’t let them do it, they’ll go ask ChatGPT instead,” added Grimal.
The explosion of ChatGPT and conversational assistants marks a turning point in how people shop. Today, more than 70% of consumers already use AI to research and compare products before making a purchase (McKinsey – August 2025).
Shoppers no longer browse through endless categories and filters they ask questions and expect instant, accurate, and personalised answers.
This shift from “click and browse” to “ask and buy” is transforming the online shopping experience. To stay ahead, Dialog argues brands must embrace AI at the core of the shopping journey serving a new generation of consumers who shop through conversation.
Founded in 2022 by Antoine Grimal and Louis Pinsard, Dialog is an AI startup innovating e-commerce with a brand agent capable of representing a brand, advising customers, and even conversing with other AI agents.
Dialog already integrates with the main CMS platforms used by online retailers, making large-scale deployment seamless – it is currently in use by more than 300 e-commerce brands, reportedly tripling the conversion rate of visitors who interact with it.
- At OhMyCream, the agent helps customers find their ideal beauty routine with a personalized skincare analysis from a photo.
- At Delsey Paris, it guides shoppers in choosing luggage compatible with each airline, simplifying a step that’s often complex.
- At MG Motor, it answers visitors’ questions about models and financing options, then directs them to book an appointment at a dealership to finalize their purchase.
“AI won’t kill brands but it will reward those that move fast and rethink how they engage,” said Grimal.
Unlike chatbots relegated to the bottom corner of a page, Dialog is fully embedded within the shopping experience across product pages, homepages, and search bars creating a seamless, conversion-driven journey.
Dialog answers shopper questions, recommends the right products, and recreates the effortless experience of an in-store salesperson driving up to 3× higher conversion rates among visitors who interact with it compared to the site average.
Dialog’s agents can even converse directly with other AI agents driving traffic to the site opening the door to a new generation of AI-to-AI commerce.
“Dialog turns thousands of customer interactions into actionable data – unlocking a new source of insights that e-commerce had never been able to tap into before,” added Rémi Aubert, CEO and co-founder of AB Tasty.
According to data provided by the company: Dialog has powered more than 1,000,000 conversations and triggered over 300,000 add-to-cart events, with 20% of visitors engaging in a conversation. Users who interact with Dialog experience a conversion rate three times higher, alongside a 25% increase in average order value, while maintaining a 95% conversational satisfaction rate.
The funding will accelerate product development by strengthening the agent’s capabilities, and support Dialog’s commercial expansion across Europe.
“Dialog perfectly embodies what we look for at Hexa: a bold vision, a product reshaping its industry, and an exceptional team behind it,” said Thibaud Elzière, Partner at Hexa.
Read the orginal article: https://www.eu-startups.com/2025/11/with-300k-add-to-cart-events-paris-based-dialog-secures-e3-7-million-round-to-scale-its-ai-shopping-agent/
