Archive, an AI-native creator marketing platform, has closed a strategic funding round to scale its operations. The investment was led by Jake and Logan Paul and Geoffrey Woo's Anti Fund and Florida Funders, with participation from Battery Ventures, Stripe, Tiger Global, Lux Capital, and Human Capital. The company also recently secured two seven-figure enterprise deals with global consumer brands, signaling rapid adoption in a creator advertising market now worth an estimated $37 billion in the U.S.
Creator advertising is growing roughly four times faster than the broader media market. For brands and AI companies competing in crowded categories, creators offer a direct path to product demonstration and cultural relevance. Anti Fund, an investor in OpenAI and Cognition, sees this shift firsthand across its portfolio.
"We hear it from every founder we back: growing is harder than building," said Jake Paul, Co-founder of Anti Fund. "The fastest-growing AI companies in our portfolio have made creators their number one channel, and Archive is the machine behind it."
How the platform works
Archive combines two capabilities on a single foundation. Its social listening and insights tools show what is working for a brand and its competitors. Its creator programs run campaigns end to end, from identifying the right creators to converting their best organic posts into paid partnership ads. The underlying AI watches and understands short-form video, capturing tagged, untagged, and even disappearing content that manual tracking tools miss.
Geoffrey Woo, Co-founder of Archive, experienced the problem directly while scaling his previous company. "At Ketone-IQ, the brand I co-founded and Paul helped scale past a $40 million revenue run rate, creator marketing was one of our biggest growth drivers and the most painful thing we ran," Woo said. "We were reviewing thousands of videos by hand, chasing content that expired in 24 hours, and still missing half of it. So, we built the tool we wished we had."
Enterprise traction and market direction
More than 1,000 brands now run on Archive, including L'Oreal, DoorDash, and Pinterest. The two recent seven-figure enterprise deals point to larger organizations moving creator marketing from an experimental line item to a core growth function. Two of the largest AI labs already use Archive for their creator programs.
Paul Benigeri, Co-founder and CEO of Archive, described a future where brands manage thousands of creator relationships with the same rigor they apply to paid media. "Word of mouth becomes something you can operate at scale," Benigeri said. "We are seeing it happen in real time, and there is a lot more coming."
Why this matters for marketing professionals
Archive's funding and enterprise deals reflect a structural shift in how brands allocate growth budgets. Creator marketing is absorbing spend that once went to traditional channels, and the operational burden of managing it manually is no longer sustainable at scale. For marketing teams, the takeaway is practical: the tools to automate creator discovery, content tracking, and paid amplification are maturing quickly. As social video increasingly functions as television for consumers, professionals who treat AI for Marketing as a core competency will be better positioned to run programs that capture content competitors miss. Social media managers, in particular, can benefit from dedicated AI for Social Media Managers approaches that move beyond manual workflows.
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