Athena Raises $2.2M to Track Brand Visibility in AI-Generated Search Responses
Athena, a startup focused on AI-driven search visibility, has emerged from stealth mode with $2.2 million in funding. Backers include Y Combinator, FCVC, Red Bike Capital, Amino Capital, and notable SEO veterans Eli Schwartz and Ashley Stirrup.
The company is developing what it calls a Generative Engine Optimization (GEO) platform. Unlike traditional SEO, which centers on ranking content in search engines like Google, GEO focuses on how brands appear in AI-generated answers from chatbots such as ChatGPT, Claude, or Google’s AI Overviews.
As consumer and business behavior shifts toward AI chatbots for questions, product comparisons, and research, traditional SEO strategies are falling short. Athena aims to provide businesses with tools to monitor and enhance their presence in this emerging AI-driven search environment.
Why GEO Matters More Than Ever
“Traditional SEO isn’t dead, but its role is shrinking fast, especially for top-of-funnel discovery,” said Andrew Yan, Athena’s CEO and co-founder. “AI chatbots are becoming the default way people search for products, services, and ideas. Brands can’t afford to rely solely on Google rankings anymore.”
Athena’s platform analyzes millions of responses from large language models, mapping them to over 300,000 websites frequently cited by these systems. It then provides practical recommendations for brands to optimize their site structure, content presentation, and information clarity to increase favorable mentions by AI chatbots.
How Athena’s Platform Works
- Tracks millions of real AI-generated responses across multiple platforms.
- Identifies which prompts trigger brand mentions and which do not.
- Suggests actionable changes to improve brand visibility in AI answers.
Yan points out that visibility in AI search isn’t about ranking on page one anymore. It’s about how often and how early a brand is mentioned in chatbot responses, which can vary significantly between models.
“Most brands aren’t showing up at all,” Yan said. “Even major companies dominating Google search can be missing from chatbot answers because their content isn’t structured for language models to understand or cite.”
Closing the Gap Between SEO and GEO
Athena’s platform helps businesses adapt their content for AI-driven discovery. However, GEO isn’t a shortcut or replacement for quality content. It takes time for changes to reflect in AI chatbot behavior.
“What works for traditional SEO won’t necessarily work for large language models,” Yan explained. “These models predict helpful responses rather than ranking pages. Optimizing for structure, clarity, and credibility is key, not just keywords.”
By measuring which prompts surface a brand and which do not, Athena helps companies pinpoint where to focus their efforts. Different sectors have unique needs:
- SaaS companies: Optimize for use-case prompts and decision-stage queries like “best tools for onboarding remote teams.”
- Ecommerce brands: Focus on product mentions, comparisons, and reviews.
- Publishers: Ensure reporting is cited as authoritative.
Competition and Opportunity
Competition in the GEO space is increasing as more brands recognize its importance. Early adopters are already gaining an advantage, but the window for significant impact is narrowing.
“As more brands engage with GEO, visibility will become tougher,” Yan remarked. “That’s why Athena offers a fast, clear way to measure current standing and take action before the market saturates.”
Industry Experts Weigh In
Eli Schwartz, an SEO advisor and angel investor, highlighted the potential impact: “Over the next decade, AI search will influence billions in B2B and consumer spending. Athena’s platform gives brands precision and speed to capitalize on this opportunity.”
Ashley Stirrup, former CMO of Talend and Algolia, observed, “ChatGPT and AI Overviews are disrupting organic web traffic. Athena helps companies identify key prompts and grow their share of voice in this new environment.”
Founders and Team
Athena was founded by Andrew Yan and Alan Yao, both with strong backgrounds in AI and search technology. Yan previously worked on information acquisition at Google Search, while Yao developed AI tools at ServiceNow and engaged with OpenAI’s platform before ChatGPT’s launch. The team also includes engineers and advisors from OpenAI, Anthropic, and DeepMind.
Looking Ahead
As AI-driven discovery accelerates, brands must incorporate GEO into their marketing strategies. Athena’s platform offers a practical way to track, analyze, and improve brand visibility across AI-generated responses, helping marketers stay relevant as search evolves.
For marketing professionals interested in expanding their AI and SEO skill set, exploring courses on AI-driven marketing strategies can provide valuable insights. Check out Complete AI Training's marketing courses for practical guidance on integrating AI into your marketing toolkit.
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