While advertising and targeting have become increasingly personalized, the website – the final destination for that traffic – has remained largely static. Fiber AI aims to bridge that gap by using artificial intelligence agents to transform generic websites into unique experiences tailored to each visitor, a position that prompted Accel to double down on the company.
Accel led Fibr AI’s $5.7 million seed round following a previous $1.8 million investment in 2024. The new funding also included participation from 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 generic website experiences has traditionally been filled by a combination of personalization software, engineering teams and marketing firms — a model that’s slow, expensive and difficult to scale. While ads can be instantly tailored for different audiences, changing what happens when a visitor lands on a website often takes weeks of tuning and limits teams to running only a few experiments each year. Fibr AI argues that this human-heavy operating model no longer works. Instead, the startup uses autonomous AI agents to infer intent, generate variations, and continuously optimize pages in real-time.
Fibr AI replaces the hands-on and mechanical model with autonomous systems that operate continuously, Ankur Goyal (pictured above right), the co-founder and CEO, said in an interview.
“We are [the] software and the service is the agent workforce we develop,” Goyal told TechCrunch, adding that this allows Fibr AI to run thousands of experiments in parallel rather than a few dozen each year.
Adoption was initially slow. Founded in early 2023 by Goyal and Pritam Roy (pictured above, left), Fibr AI had only one or two customers for much of its first two years as businesses needed time to evaluate the approach. That began to change last year, Goyal said, with adoption increasing among large U.S. companies, including banks and health care providers, bringing the total number of customers to 12.
“We are a layer of subcontracting,” Goyal told TechCrunch. “Once it’s set, no one wants to think about it again.” That momentum, he added, has led Fibr AI to sign three- to five-year contracts with large enterprises, which tend to treat website infrastructure as something to be standardized rather than constantly revisited.
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On a technical level, Fibr AI works as a layer on top of an existing website, connecting to a company’s advertising, analytics and customer data systems to understand how visitors arrive and what they’re likely looking for. Its AI agents then assemble and adjust page content, such as copy, images and layout, treating each URL as a constantly learning and optimizing system rather than a static page. Instead of relying on manually configured rules or sequential A/B testing, the platform runs a large number of micro-experiments in parallel and systematically updates experiences as traffic comes in from different channels.
This change has direct cost implications for large businesses. Traditional website personalization typically combines software licenses with agency retainers and engineering time, tying costs to people rather than results. Goyal said businesses are increasingly evaluating Fibr AI’s platform based on cost per experiment and conversion impact rather than the number of tools or people involved.
For Accel, this operating model—rather than the AI buzz—was central to the decision to invest again. “Advertising today is one-to-one, but when users land on a website it becomes one-to-many,” said Prayank Swaroop, partner at Accel. “You can create hundreds of ads for different audiences, but they still all appear on the same page.” Fibr’s ability to turn that dynamic into one-to-one personalization, he said, stood out because it removed the hurdles of agency and engineering that typically limit how far businesses can push experimentation.
Swaroop added that early business adoption, particularly among banks and healthcare companies, helped validate the thesis. “These are regulated, conservative industries,” he said. “When they start saying, ‘We need this and we’re willing to pay for it,’ that’s when we feel confident doubling down.”
Future proofing for the trade agency era
While most of Fibr AI’s business today is based on personalizing 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 choose products using large language models and AI chatbots, including OpenAI’s ChatGPT, before visiting a website, the ability for websites to adapt based on what a visitor already knows—or an AI system acting on their behalf—may become more important over time.
“This part is 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 support.”
With the new funding, Fibr AI plans to focus on expanding its sales and customer service teams in the US while continuing to build its technical base in India. The San Francisco-based startup maintains an office in Bengaluru, with 17 of its approximately 23 employees based in India and the remaining six in the US
Goyal said the startup is targeting about $5 million in annual recurring revenue by the end of this year and about 50 enterprise customers.
Fibr AI enters a space long dominated by incumbents like Adobe and Optimizely, which offer experimentation and personalization tools to large enterprises. But both Goyal and Swaroop argued that these platforms are limited by how they’re built and sold, typically relying on marketing firms and engineering teams to set them up and run them. That model, they said, makes it difficult to move quickly or scale experimentation, even as customer acquisition and messaging become increasingly dynamic.
“Incumbents have been slow to introduce products,” Swaroop said, adding that even when new features do come, they often come years after demand has shifted.
