Archive, a San Francisco-based creator marketing platform, closed a strategic funding round to expand its AI-native tools as more consumer and AI companies turn to creators for customer acquisition. The round was led by Anti Fund - founded by Jake and Logan Paul and Geoffrey Woo - and Florida Funders, with participation from Battery Ventures, Stripe, Tiger Global, Lux Capital, Human Capital, and over 50 founders and executives.
The company also signed two seven-figure enterprise contracts with global consumer brands, though it did not disclose the names. More than 1,000 brands now use Archive, including L'Oreal, DoorDash and Pinterest. Two of the largest AI labs have also moved their creator marketing programs to the platform, a shift Archive attributes to AI companies using creators to demonstrate products and educate potential users.
How the platform works
Archive provides social listening and campaign management tools built on an AI system that analyzes short-form video across TikTok, Instagram and YouTube. Its social listening technology identifies tagged, untagged and disappearing content while surfacing insights on what works for a brand and its competitors. The platform also manages the full lifecycle of creator campaigns - from discovery through execution - and can convert high-performing creator content into paid partnership advertising.
The company processes tens of millions of videos each day. It claims its platform captures significantly more relevant creator content than competing tools, a capability that matters for brands tracking content that can disappear within 24 hours.
Why the founders built it
Geoffrey Woo, co-founder of Archive and previously co-founder of the ketone drink brand Ketone-IQ, described the pain that led to the 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. The results were amazing, but the manual work behind them was brutal. So, we built the tool we wished we had."
Anti Fund co-founder Jake Paul framed the investment around a broader trend he sees across his portfolio. "We hear it from every founder we back: growing is harder than building," Paul said. "The fastest-growing AI companies in our portfolio have made creators their number one channel, and Archive is the machine behind it."
Creator marketing as the next ad channel
Archive positions creator marketing as an advertising channel that can be managed at scale, similar to paid digital media. Paul Benigeri, co-founder and CEO, said the shift is already underway. "Every brand will eventually run thousands of creator relationships the way they run paid media today," Benigeri said. "We think creator marketing becomes the next great advertising platform, and AI companies are already leaning on it as their top growth channel. Word of mouth becomes something you can operate at scale."
For marketing teams, the platform reflects a broader move toward treating creator partnerships as a measurable, scalable channel rather than a series of one-off influencer deals. The AI for Marketing tools emerging in this space aim to reduce the manual overhead that Woo described - reviewing thousands of videos, tracking ephemeral content, and matching the right creators to campaigns without spreadsheets and guesswork.
Why this matters for marketing professionals
Archive's funding and enterprise traction signal that creator marketing is being absorbed into the same operational framework as paid media buying. For marketing managers, this means the skillset is shifting: running creator programs at scale will require fluency with AI-powered discovery, content analysis and attribution tools. The two AI labs now using Archive also point to a practical use case - AI companies themselves are using creators to explain complex products to new audiences, a tactic that may apply to any brand selling something that requires demonstration or education. For marketers building those capabilities, structured learning paths like AI for Marketing Managers can provide grounding in the tools and workflows now entering the mainstream.
Your membership also unlocks:
