London-based AI analytics startup Aiden.ai has announced the closure of a $1.6m Seed round.

The startup’s round was led by Partech and drew participation from Sophia Bendz, who previously led marketing at Spotify; and Nicholas Pinto, founder of Perception (acquired by Apple).

Aiden.ai was co-founded by Marie Outtier (CEO), who has a background in mobile marketing and technology; and PJ Camillieri (CTO) who previously spent 10 years at Apple and has extensive experience working with natural language processing and virtual assistants.

Outtier said: “Today’s performance marketers are bogged down with data coming from multiple sources. This problem isn’t new, but our approach of teaching a software to act like a real analyst would, has never been explored before. It’s a new generation of software, one that listens, learns and acts.”

Camillieri went on to note: “To ensure that Aiden provides accurate and actionable insights that can actually make a difference to our users, we have also invested in a team of user acquisition experts to review and refine all insights generated automatically.”

Alongside the funding, Aiden.ai is also announcing the launch of Aiden, a dashboard which leverages machine reading to analyse chunks of paid advertising data in a bid to improve ROI.

Reza Malekzadeh, partner at Partech, will join Aiden.ai’s Board of Directors.

“We believe Aiden.ai is building an innovative solution for marketers at precisely the time it is needed most. Marie and PJ’s vision for the future of data and analytics harnesses the recent advances in the fields of machine learning and natural language processing to create a tool that is set to change the way marketers do their job.”

This last round brings Aiden.ai’s total funding to $2.3m, after an initial pre-Seed round of $750k in March 2017.