AI Marketing Firm Profound Enters Australian Market

The technology platform aims to help brands reach consumers as AI agents increasingly handle the purchasing process.

Updated on Oct. 27, 2026 in Advertising

AI Marketing Firm Profound Enters Australian Market

Live Poll

Would you allow an AI agent to automatically search for and buy products for you?

Profound has officially launched its AI-driven marketing platform in Australia. The firm, currently valued at $1.8 billion, leverages autonomous agents to aggregate data and execute transactions on behalf of consumers.

Why it matters

As AI agents become responsible for searching, comparing, and buying products, brands must overhaul their traditional marketing strategies to remain visible to these automated systems.

Profound raised $180 million, equivalent to A$275 million, in a Series D round that pushed its total company valuation to A$2.75 billion. The firm currently services one-third of all Fortune 100 companies through its network.

The players

Profound

An AI-focused advertising company that services major international brands including Nestlé and Walmart.

James Cadwallader

He is a co-founder of Profound who helped establish the company during the summer of 2024.

Dylan Babbs

He serves as a co-founder of the AI marketing firm Profound.

Sequoia Capital

This prominent venture capital firm acted as a co-lead investor for the recent Series D funding round.

Kleiner Perkins

A well-known venture capital firm that participated as a co-lead in the latest round of financing for Profound.

The details

The platform utilises AI agents to trawl multiple online sources, including social channels and corporate communications, to identify products and complete purchases. By automating routine tasks, the company enables marketers to focus on creative strategy while their systems handle the technical aspects of consumer decision-making.

Profound was co-founded by James Cadwallader and Dylan Babbs in the summer of 2024.
The company raised $180 million in a funding round in September 2026.
Profound introduced its marketing platform to the Australian market on 26 October 2026.

Market Landscape

The entry of Profound follows the pattern set by the shift toward AI agent-led consumer purchasing. This launch marks a significant effort to capitalise on the emerging reality where autonomous agents manage search and transaction processes for modern shoppers.

As brands integrate these AI systems, shoppers may notice changes in how they interact with advertisements and automated purchase suggestions. Ultimately, this technology shifts the focus of brand loyalty toward algorithmic visibility rather than traditional media reach.

The takeaway

Marketing professionals should anticipate a future where AI systems perform routine tasks such as booking flights or product research from start to finish. Adapting to this landscape requires prioritising creative output while delegating logistical operations to automated agents.