Dragonfly AI, a UK-based company that uses neuroscience-led predictive AI to test and optimize advertising and creative assets, has secured new investment totaling more than £5 million, with the round led by early-stage investor 24Haymarket.
The company said the financing will support multi-year growth and innovation plans, including global expansion and a larger US commercial presence. Additional backing in the round came from Guinness Ventures, Foresight, and other participants.
Dragonfly AI positions its platform as a differentiated alternative to data-trained generative AI systems, stating that its patented approach operates without reliance on training data and is designed to avoid bias that can be embedded in many AI models. The company’s technology produces a detailed assessment of how creative will perform “in real life,” aiming to predict attention and buyer behavior outcomes for brands and agencies.
Dragonfly AI said its tools are used across multiple sectors by global consumer brands, citing customers that include Nestlé, PepsiCo, Unilever, Coca-Cola, and L’Oréal, and noted integrations into enterprise workflows through partners such as CreativeX.
The company also emphasized its academic roots in the UK. Dragonfly AI said the biological algorithm underpinning its technology was developed in the neuroscience department at Queen Mary University of London. Hamit Soyel, who worked on the research, continues as chief scientist and inventor, according to the company.
Alongside the financing, Dragonfly AI announced the appointment of Fiona Dent to its board of directors. The company said Dent brings experience scaling high-growth technology, data, and media businesses, including senior global roles at Time Inc., and will support governance and operational execution as Dragonfly AI expands in the US and targets broader enterprise adoption.
Dragonfly AI said proceeds will be used to advance product and go-to-market priorities, including new Emotion & Memory metrics, broader video analysis across platforms, expansion of enterprise integrations through Dragonfly Connect, growth of US sales and customer success teams, and continued research and product development.
KEY QUOTES
“This investment in Dragonfly AI is a strong endorsement of our science-led approach and performance-tested technology, already trusted by some of the world’s biggest FMCG brands[1]. We help more than 70 global brands ensure their advertising is noticed and remembered, and this funding allows us to deepen our impact for customers, improve the effectiveness of their spend, and bring our algorithms directly into the tools and workflows they use every day.”
Steve King, Chief Executive Officer, Dragonfly AI
“Dragonfly AI has built an exceptionally easy-to-use, yet highly capable platform, underpinned by a world-class algorithm developed at Queen Mary University of London, and is already trusted by an impressive roster of clients. The business continued to grow materially during our investment process, reinforcing our conviction that Dragonfly AI has the foundations to scale into a category-defining business.”
Tom Haywood, Partner, 24Haymarket
