Parsnipp is an AI search marketing platform focused on helping brands manage how they appear and perform across AI-driven search and commerce experiences. Its products span Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO), LLM advertising, and agentic commerce. Pulse 2.0 interviewed Parsnipp CEO and Co-Founder Andrew Higgins to learn more.
Andrew Higgins’ Background
When asked about his background, Higgins shared:
I’m the CEO and co-founder of Parsnipp, an AI platform built around Generative Engine Optimization (GEO) for brands.
Before this, I spent most of a decade building Pixlee, a UGC and influencer marketing company that was acquired in 2022. After the acquisition, I ran growth across Emplifi’s six-product social media marketing suite. I’ve also spent time as CMO of StartX, the accelerator and venture fund for Stanford founders, and I still angel invest in and mentor early-stage startups.
I split time between Seattle and London with my wife and kids. Outside of work, I’m into ancient history, sports, wine, and fantasy books.
How Parsnipp Started
When asked how the idea for the company came together, Higgins explained:
I spent most of the last ten years building a company called Pixlee. Very different business, but the same shape of problem. Pixlee helped brands evolve how they marketed and sold online in the middle of the social media explosion. Once social became the primary way people used the internet, everything else in digital marketing and ecommerce had to become more social too. That’s why we focused on user-generated content, influencer marketing, and ratings and reviews.
Parsnipp came out of the same observation, one era later. It was clear to us that AI was changing how people use the internet, how they consume information, how they research, how they shop. That means marketers need a whole new playbook and a new set of tools to win in AI search.
It’s still very much evolving, but our goal is to build the system of record marketers rely on to stay visible, stay relevant, and stay positioned the way they want, in a world where people are interacting with agents as much as they are with traditional media, retailers, or each other.
Building With The Team
When asked about his favorite memory working for the company so far, Higgins recalled:
I’ve been lucky to have a lot of overlap in the people I’ve partnered with over the years, colleagues who feel more like family than business associates. So my favorite memory of the early days of Parsnipp is really the day-to-day of building alongside Wade, who is brilliant and a gift to work with. Same goes for the rest of the team, many of whom I’ve worked with before.
It feels like work that matters, and work that will still matter ten years from now. And we’re having a blast doing it.
Core Products And Features
When asked about the company’s core products and features, Higgins detailed:
Parsnipp is an AI search marketing platform with three core products.
The first is GEO/AEO, AI visibility analytics, content optimization tools, and a recommendation engine that help brands improve how they show up in conversations between people and LLMs.
The second is LLM ads, which helps brands buy and manage more effective advertising campaigns across LLMs. This one is just getting started as OpenAI rolls ads out more globally, and we expect the number of ways advertisers can participate in these interactions to only increase.
The third is agentic commerce. It’s not enough for your brand to be visible across LLMs. Your product feed and ecommerce experience have to translate too, so you’re driving actual transactions and not just mentions.
As commerce becomes more native to the LLMs everyday consumers use, this gets to be a bigger and bigger priority for anyone selling online.
Building A New Category
When asked about recent challenges in the sector and how Parsnipp has approached them, Higgins noted:
The biggest challenge is that the category is brand new. That means a lot of opinions, not enough data, and a playbook that hasn’t been fully written. Some of the conversation is really valuable, and some of it is pretty vague.
So the real work is figuring out which recommendations we can give brands that have tangible impact, and simplifying what’s often a convoluted conversation about how AI is changing modern marketing.
Technology Evolution
When asked how the company’s technology has evolved since launching, Higgins explained:
Parsnipp evolves every day. The product vision stays the same, build the platform marketers use to manage AI search, but the decisions, the priorities, and the discipline shift on close to a daily basis.
That’s the point. One of the reasons we hope brands rely on us is that we’re committed to staying current and staying ahead of the innovation, so marketers can focus on what they do best and have a partner helping them level up in this new channel.
Major Company Milestones
When asked about some of the company’s most significant milestones, Higgins said:
We’re still in the early days, so the biggest milestones are building the initial product and onboarding our first customers.
It’s really fun to watch an idea you wrote on a piece of paper, or vibe coded a UI for, turn into real, usable software that’s driving measurable results for brands.
Product launch, first customers, first case studies, and seeing the data come back and confirm that the thing you’ve been pouring all your time into actually works. Those have been the big ones so far.
NPHub Customer Success
When asked to share a specific customer success story, Higgins highlighted:
We’ve put out a couple of core case studies with real data behind them. That matters, because one of the issues with AI visibility, or GEO, or AEO, or whatever we end up calling it, is that there’s a ton of conversation and opinion, and not a lot of hard proof that the recommendations are having tangible impact.
My favorite is NPHub. By implementing targeted Generative Engine Optimization strategies through Parsnipp, NPHub saw a 380% increase in weekly LLM referral traffic and significantly improved its organic AI search visibility, in just 30 days.
How NPHub quadrupled LLM traffic in 30 days
Funding
When asked about funding and revenue metrics, Higgins shared:
We didn’t do a public release around our fundraising, but we closed our initial pre-seed round this summer and expect to raise a seed sometime in early 2027.
Market Opportunity
When discussing the total addressable market Parsnipp is pursuing, Higgins explained:
TAM is a funny one in GEO and AI search. There are a lot of ways to slice the data and land on a massive addressable market, and it’s a moving target.
The easy version is to treat GEO as an extension of SEO, which has its own specific TAM. But more broadly, we believe that influencing the interactions between consumers and AI is quickly becoming the most important marketing channel for brands, so you end up with numbers so large they’re almost not relevant when you’re building a business.
What’s actually important is building straightforward, easy-to-use software that brands rely on to solve real problems.
That’s one of the traps with AI software: it’s cool and powerful, but a lot of folks don’t know how to point it at the business value they need this quarter or next. So while we’re building into a massive emerging market, we stay very focused on our customers’ day-to-day challenges.
Competitive Differentiation
When asked what differentiates Parsnipp from its competition, Higgins emphasized:
A few things separate us from other emerging companies in the category.
First, on GEO and AEO, we spend a lot of time not just on prompt analysis and AI visibility metrics, but on modeling the customer. Context matters enormously in how LLMs interact with people.
So the best way to get accurate, actionable data isn’t only to test and aggregate conversations between simulated customers and LLMs. It’s to put real effort into the synthetic audience and the persona you’re analyzing for.
Second, in addition to organic AI visibility, we spend a lot of time building product for paid LLM advertising and agentic commerce compatibility.
Future Goals
When discussing the company’s future goals, Higgins said:
Right now we’re laser-focused on building a product marketers really need, not one they just want, or one that satisfies the urge to invest more in AI.
Parsnipp wants to be the bridge between how digital marketers, social teams, and ecommerce teams work today and how they’ll need to work tomorrow.
Long term, we want to build a great, sustainable business with a real culture, a talented team, and a community around it.
Near term, it’s simpler: assemble a phenomenal group of people all pointed at the same goal of building tools that really matter.
The Future Of AI Marketing
When invited to discuss another topic, Higgins concluded:
Not particularly. I think we covered most of it. We’re just excited to be building inside one of the hottest conversations in modern marketing, and to contribute in our own way to a discipline that’s going to be core to how brands stay relevant and grow in this era of AI.
