Dialog, Based in Paris, Raises €3.7 Million To Expand AI Shopping Agent Following 300k Add-to-Cart Events

The round was led by Galion.exe, with participation from Kima Ventures, Weaving Group, and business angels, including executives from Criteo, Hugging Face, Alltricks, and AB Tasty. Dialog has also received backing from the 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 in conversational AI and related areas for e-commerce announced new funding rounds.

Read Also - Holo Secures €1 Million To Expand Personalized Lab Testing And Health Tracking

London-based Merx raised €1.1 million in pre-Seed funding to develop an AI-driven platform for brands to engage with consumers via WhatsApp and other messaging channels. Prague's TopK secured €4.6 million at Seed stage to build an AI-native search engine for enterprises, including online retail applications.

Berlin-based Peec AI closed a €7 million Seed round to support its AI search and Generative Engine Optimization platform, helping brands adapt to new discovery systems like 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.

These rounds total approximately €13.7 million in early-stage funding for AI 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 rise of ChatGPT and conversational assistants is reshaping how people shop. According to McKinsey (August 2025), more than 70% of consumers now use AI to research and compare products before purchasing.

Instead of endlessly browsing categories and filters, shoppers now ask questions and expect instant, accurate, and personalized answers. This shift from “click and browse” to “ask and buy” is transforming the online shopping experience. To stay competitive, Dialog believes brands must make AI a core part of the shopping journey, catering to 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 that represents brands, advises customers, and even communicates with other AI agents.

Dialog seamlessly integrates with the major CMS platforms used by online retailers, enabling easy large-scale deployment. Currently, it is used by over 300 e-commerce brands, reportedly tripling conversion rates for visitors who interact with the platform.

“AI won’t kill brands but it will reward those that move fast and rethink how they engage,” said Grimal.

Unlike traditional chatbots that sit in the corner of a page, Dialog is fully integrated into the shopping experience, appearing across product pages, homepages, and search bars to create a seamless, conversion-driven journey.

Dialog answers shopper questions, recommends the right products, and mimics the helpful guidance of an in-store salesperson. This leads to up to 3× higher conversion rates for visitors who interact with it compared to the site average.

Additionally, Dialog’s agents can communicate directly with other AI agents, driving traffic to the site and paving the way for a new era 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 company data, Dialog has facilitated over 1,000,000 conversations and triggered more than 300,000 add-to-cart events, with 20% of visitors engaging in a conversation. Users who interact with Dialog see a threefold increase in conversion rates and a 25% boost in average order value, while maintaining a 95% conversational satisfaction rate.

The funding will help accelerate product development, enhancing 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.

About Dialog

Dialog provides real-time, personalized assistance to guide customers through their shopping journey, just like an in-store experience. Embedded across product pages, homepages and search bars Dialog helps customers find the right products and boosts conversions, offering seamless AI-driven support that drives sales and enhances the shopping experience.