London-based generative AI startup geoSurge bags $12 million in seed funding round led by AlbionVC
geoSurge, a startup helping brands shape how they are represented inside generative AI systems, has announced a $12 million seed round led by AlbionVC, with participation from Play Ventures, Octopus Ventures, Celero Ventures, Boost Capital, and existing investors Passion Capital and Tuesday Capital, alongside angel investors from Google DeepMind, Microsoft AI and Signal AI.
Francisco Vigo, CEO and Co-Founder at geoSurge, which emerged from stealth last year, says: “A lot of the market is still thinking about AI visibility like SEO and citation tracking. We believe that’s fundamentally wrong. As a data scientist I look at these systems differently; the real battleground is how models learn, understand, remember and represent brands over time. As models know more, they search less. Most companies in our space are still optimising for retrieval but we know the bigger opportunity is understanding and impacting the representations that increasingly drive AI generated outputs.”
Vigo adds: “Prompt level tracking and surface analytics will increasingly commoditise as AI infrastructure matures. Most of the current market is focused on the visible surface of AI systems, we believe that is a race to the bottom. The deeper opportunity is helping companies impact the underlying representation layer that drives those outputs. That’s what geoSurge is building.”
AlbionVC Investment Manager, Valérie Aelbrecht, comments: “The geoSurge team combines exceptional technical capability with a genuinely original market thesis. They are building foundational technology for a category we believe will become increasingly important as AI systems shape more commercial decisions.”
“Every major platform shift creates a new visibility economy,” says Vigo. “Search yielded SEO. Social yielded creator economies. AI is creating an entirely new representation layer between companies and customers. The entire internet monetisation model will need to be rethought. What does an impression mean when an AI agent is making decisions on behalf of a user? What happens now customers no longer browse ten websites before making a purchase? We believe this is only the beginning. We’re at the start of the fourth industrial revolution.”
The company plans to use the funding to expand its global research and engineering teams, invest in AI infrastructure and compute capacity, and accelerate development of its Corpus Engineering discipline and broader AI visibility capabilities.
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
