• by Laurie Sullivan , 8 hours ago

The venture arms of Snowflake, a cloud-based data warehousing platform, and Capital One, primarily known for its credit card and auto loans, infused additional funding into Hightouch’s Series C financial round.

Cherry Miao, Hightouch CFO, said the additional funding round, $12 million, was recently awarded to the company.  It’s part of the $80 million Series C funding round recently announced based on a $1.2 billion valuation to build an agentic marketing platform called AI Decisioning, where AI agents on behalf of marketers can carry out tasks.

“We plan on using the additional funds to invest in the product,” Miao said. “We are seeing a ton of pull in the market. We will build out the technology and a sales team to bring it to market.”

The AI platform helped Hightouch achieve unicorn status and support clients like PetSmart, WeightWatchers, DoorDash, and WHOOP with real-time personalization to drive advancements in data-driven, agentic AI solutions.

Brian Kotlyar, Hightouch CMO, provided an interesting example of how to use the AI Decisioning product. These agents experiment with messaging, timing, and channel decisions — marketing to every customer as an individual.

Email marketers working at PetSmart, for example, want to get the same consumers who have bought dog food for their dogs to come in and buy cat food for their cats.

Getting consumers to change their behavior is the goal for the AI agent and campaign. “You must give the AI agent permission and resources to use all the best creative assets,” he said.

If the AI agent decides the marketer does not have the correct creative assets to achieve the goal it will make suggestions on how to create them.

The campaign is then connected to the marketer’s email service tools, text messaging tools, and notification tools, and begins the process. Hightouch’s platform will test a combination of assets and tools, along with days and times of day to reach the goal.

Whoop, which makes health monitoring fitness bracelets, shared with Hightouch that they learned more in a month than in the prior year of experimenting on their own.

The consumer-released data comes from enterprise cloud data warehouses like Snowflake, Databricks, Google Big Query, and Amazon Redshift.