While digital advertising has grown highly personalized, the websites where visitors ultimately land have remained mostly generic. Fibr AI seeks to close this disconnect by deploying AI agents to transform standard webpages into individualized, one-to-one experiences for each user—a vision that has encouraged Accel to deepen its investment in the company.

Accel has spearheaded a $5.7 million seed round for Fibr AI, building on an earlier $1.8 million pre-seed investment in 2024. The round also saw participation from WillowTree Ventures and MVP Ventures, along with Fortune 100 operators joining as angel investors and advisors. This brings the startup’s total funding to $7.5 million.

For major corporations, the divide between personalized ads and uniform website experiences has historically been addressed through a combination of personalization software, engineering teams, and marketing agencies. This approach is often slow, costly, and challenging to scale. While ads can be customized instantly for various audiences, modifying what a visitor encounters on a website usually demands weeks of coordination, allowing teams to run only a limited number of experiments annually.

Fibr AI contends that this labor-intensive model is no longer effective. The startup employs autonomous AI agents to discern user intent, create variations, and optimize webpages continuously in real time. According to co-founder and CEO Ankur Goyal, Fibr AI replaces the agency- and engineering-dependent process with self-operating systems that work around the clock.

Adoption was gradual at first. Founded in early 2023 by Goyal and Pritam Roy, Fibr AI served only one or two customers for much of its first two years as enterprises carefully assessed the technology. Goyal noted that momentum shifted last year, with uptake growing among large U.S. companies—including banks and healthcare providers—bringing the total customer count to 12.

“Once it’s set up, nobody wants to think about it again,” Goyal explained. This tendency has led Fibr AI to secure three- to five-year contracts with large enterprises, which generally view website infrastructure as something to standardize rather than continually modify.

Technically, Fibr AI functions as a layer integrated atop an existing website. It connects to a company’s advertising, analytics, and customer data systems to understand how visitors arrive and what they are likely seeking. Its AI agents then assemble and adjust page content—such as text, images, and layout—treating each URL as a learning, continuously optimizing system rather than a static page.

Instead of depending on manually set rules or sequential A/B tests, the platform conducts numerous micro-experiments in parallel and systematically updates experiences as traffic arrives from different channels.

This shift carries direct cost implications for large organizations. Conventional website personalization usually involves software licenses, agency retainers, and engineering hours, tying expenses to personnel rather than results. Goyal stated that enterprises are increasingly assessing Fibr AI’s platform based on cost per experiment and impact on conversions, rather than the number of tools or people required.

For Accel, this operational model—more than the allure of AI—was key to the decision to reinvest. “Advertising today is one-to-one, but when users land on a website it becomes one-to-many,” remarked Prayank Swaroop, a partner at Accel. “You can create hundreds of ads for different audiences, but they all still land on the same page.”

Swaroop noted that Fibr’s capacity to convert that dynamic into one-to-one personalization stood out because it eliminates the agency and engineering bottlenecks that normally restrict how extensively enterprises can experiment. He added that early adoption by enterprises, particularly in banking and healthcare, helped validate the concept.

“These are regulated, conservative industries,” Swaroop 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 agentic-commerce era**

While most of Fibr AI’s current business focuses on personalizing experiences for human visitors, both Accel and Fibr AI recognize potential in how AI agents are starting to shape online discovery. As users increasingly research, compare, and shortlist products using large language models and AI chatbots—including OpenAI’s ChatGPT—before ever visiting a site, Swaroop suggested that a website’s ability to adapt based on what a visitor (or an AI acting on their behalf) already knows may grow in importance.

“That part is still early,” Swaroop acknowledged, “but the companies building for today’s needs while being ready for that shift tomorrow are the ones we want to back.”

With the new capital, Fibr AI intends to expand its sales and customer-facing teams in the U.S. while continuing to develop its technical base in India. The San Francisco-based startup keeps an office in Bengaluru, with roughly 17 of its 23 employees located in India and the remaining six in the U.S. Goyal said the company aims to reach about $5 million in annual recurring revenue by year-end and to serve around 50 enterprise customers.

Fibr AI is entering a field long led by established players like Adobe and Optimizely, which provide experimentation and personalization tools to large enterprises. However, both Goyal and Swaroop argue that these platforms are limited by their design and sales models, which typically rely on marketing agencies and engineering teams for setup and operation.

That structure, they say, hinders rapid iteration or scaled experimentation, even as customer acquisition and messaging have become more dynamic. “Incumbents have been slow in bringing out products,” Swaroop observed, adding that even when new features arrive, they often come years after market demands have shifted.