While advertising and targeting have become increasingly personalized, websites – the ultimate destination for that traffic – remain static. AI fibers It aims to bridge the gap by using AI agents to transform common web pages into a one-to-one experience tailored to each visitor, a thesis that led Accel to double down on the company.
Accel has led the Fibr AI seed round of $5.7 million after a pre-seed investment of $1.8 million previously in 2024. The new funding also includes the participation of WillowTree Ventures and MVP Ventures, along with Fortune 100 operators who joined as angel investors and advisors, bringing the startup’s total funding to $7.5 million.
For large companies, the gap between increasingly personalized ads and the overall website experience has largely been filled by a mix of personalization software, engineering teams, and marketing agencies — models that are slow, expensive, and difficult to scale. While ads can be quickly tailored to different audiences, changing what happens when visitors land on the site often requires weeks of coordination and limits teams to only run a few experiments a year. Fibr AI says this human-heavy operating model is no longer viable. Instead, startups use autonomous AI agents to infer intent, generate variations, and continuously optimize pages in real-time.
Fibr AI replaces the agency- and engineering-heavy model with an autonomous system that operates continuously, Ankur Goyal (pictured above, right), co-founder and chief executive, said in an interview.
“We are (the) software, and the agency is the agent workforce we use,” Goyal told TechCrunch, adding that Fibr AI can run thousands of experiments in parallel instead of a few dozen per year.
Adoption was initially slow. Founded in early 2023 by Goyal and Pritam Roy (pictured above, left), Fibr AI only had one or two customers in its first two years as the company needed time to evaluate the approach. That started to change last year, Goyal said, with adoption among large US companies, including banks and healthcare providers, bringing the number of customers to 12.
“We are an infra afterthought layer,” Goyal told TechCrunch. “Once it’s set, no one wants to think about it again.” That dynamic, he added, has led Fibr AI to sign three- to five-year contracts with large companies, which tend to treat their website infrastructure as standard rather than continuous.
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On a technical level, Fibr AI operates as a layer on top of existing websites, connecting to the company’s advertising, analytics, and customer data systems to understand how visitors arrive and what they want. The AI agent then assembles and adjusts page content, such as copy, imagery, and layout, treating each URL as a system that learns and optimizes continuously rather than a fixed page. Instead of relying on manually configured rules or sequential A/B tests, the platform runs micro-experiments in parallel and systematically updates the experience as traffic comes in from different channels.
The shift has immediate cost implications for large companies. Traditional website personalization usually combines software licensing with agency staff and engineering time, tying costs to people rather than results. Goyal said companies are increasingly evaluating Fibr AI platforms based on cost per experiment and conversion impact, rather than the number of tools or people involved.
For Accel, that operating model — rather than the AI buzz — was central to the decision to reinvest. “Ads are now one-to-one, but when a user lands on a website it becomes one-to-many,” says Prayank Swaroop, partner at Accel. “You can create hundreds of ads for different audiences, but everyone is still on the same page.” Fibr’s ability to turn that dynamic into one-to-one personalization, he says, stands out because it removes the agency and engineering bottlenecks that typically limit how far companies can push experimentation.
Swaroop added that early enterprise adoption, particularly among banks and healthcare companies, helped validate his thesis. “It’s a regulated, conservative industry,” he said. “When they started saying, ‘We need this, and we’re willing to pay for it,’ that’s when we were sure to double down.”
Future proofing for the era of agent trading
While most of Fibr AI’s business is currently driven by creating personalized experiences for human visitors, Accel and Fibr AI also see potential in how AI agents begin to mediate online discovery. As users increasingly research, compare, and create product lists using large language models and AI chatbots, including OpenAI’s ChatGPT, before visiting a website, Swaroop said, the site’s ability to adapt based on what visitors already know — or AI systems acting on their behalf — could become more important over time.
“It’s still early days,” Swaroop said, “but the companies that are building for today’s needs while being ready for that shift tomorrow are the ones we want to get behind.”
With the new funding, Fibr AI plans to focus on growing its sales and customer teams in the US, while continuing to build its technical base in India. The San Francisco-headquartered startup maintains an office in Bengaluru, with 17 of its approximately 23 employees based in India and another six in the US.
Goyal said the startup is targeting about $5 million in annual recurring revenue by the end of this year and around 50 corporate customers.
Fibr AI is entering a space long dominated by incumbents such as Adobe and Optimizely, which offer experimentation and personalization tools for large enterprises. But both Goyal and Swaroop argue that these platforms are limited by the way they are built and sold, typically relying on marketing agencies and engineering teams to manage and operate them. That model, he says, makes it difficult to move quickly or scale experiments, even as customer acquisition and messaging become increasingly dynamic.
“Incumbents have been slow in bringing out products,” Swaroop said, adding that even when new features come, they often come years after demand has shifted.