Consumers are increasingly turning to AI chatbots like ChatGPT to help them compare products and decide on purchases, and one company just launched a new tool that shows brands how they stack up against the competition.

The startup, Evertune, launched from stealth today with $4 million in seed funding, it confirmed exclusively to Business Insider. New York VC firm Eniac Ventures led the funding round, with seed-stage firm NextView Ventures and angel investor Roger Ehrenberg also participating.

Founded in April, Evertune is a brand analytics platform that focuses specifically on what AI models say about a particular brand or product. The startup tells companies the probability that an LLM would recommend the brand to consumers, compares companies to their competitors, and identifies strengths and weaknesses.

The company is currently integrated with LLMs, including OpenAI's ChatGPT, Google's Gemini, Meta's Llama, Anthropic's Claude, and Perplexity.

Brian Stempeck, one of Evertune's co-founders and the startup's CEO, said he was inspired to start building the company about a year ago when he was deciding which car he should purchase for his family. He ended up querying ChatGPT to summarize different vehicle specifications rather than searching Google himself.

When he realized that other consumers were also starting to turn to LLMs for shopping help, Stempeck — an early employee at then-startup The Trade Desk, a programmatic marketing company that offers personalized digital advertising that IPO'd in 2016 — realized that there was an opportunity to help brands get ahead of the competition, he said.

"This is one of the biggest changes we've seen in the search space, ever," he told Business Insider. "LLMs get straight to the answer instead of having to click and do your own research.

"From a marketing team standpoint, knowing what these LLMs are saying about a brand, product, or competitor becomes really important at scale when it comes to adopting AI," he said.

Brands can also use Evertune to improve what LLMs say about them, similar to how they optimize SEO to appear at the top of a Google search. For example, a luxury retail brand recently trained a model using the company's existing employee handbooks, Stempeck said.

Generative AI startups in the marketing and adtech space are booming — although, unlike Evertune's focus on LLM analytics, many other startups in the space focus on generating marketing materials like copy, photos and video.

On the analytics side, Chalice builds algorithms for advertisers to use in the software where they purchase digital ads in order to improve ad targeting. The startup has raised $1.8 million over two seed rounds from Aperiam Ventures and TD7, which is The Trade Desk's venture arm.

OpenAds, which has raised $1 million from investors, including irrvrntVC, serves ads in AI chatbots embedded on brands' websites.

At Evertune, Stempeck said that he and his co-founders, Ed Chater and Poul Costinsky, are focusing on being the leader in intersection between advertising and AI.

"We think that AI and LLMs are a really important marketing channel," he said. "The first stage for how that works is what AI si saying about you, and how you edit it."

Check out the 17-slide pitch deck Evertune used to raise its $4 million seed funding round.