Sett AI

Sett develops an agentic AI platform for user acquisition (UA) and creative production in mobile gaming. The system ingests a studio's marketing assets and game data, then uses AI agents to research and ideate creative concepts, analyze existing UA creatives and campaign performance, and generate video and playable ads at scale; a creative deployment capability is listed as forthcoming. Marketed use cases include replicating the mechanics of trending ads, prototyping altered game mechanics, narratives or features, and converting winning video ads into interactive playable experiences.

The company positions the product against creative fatigue in paid UA, where marketing teams may need hundreds of playable ads and thousands of video ads per month and manual production can take weeks. Sett states its platform cuts production time from weeks to hours, describing content produced up to 15 times faster and 25 times cheaper than traditional methods and production time reductions of up to 90%. Beyond UA creatives, the founders have described work extending into mini-games, in-game content and new game development, and the company has said it plans to expand into other performance-marketing-driven sectors such as fintech, apps and e-commerce by the end of 2026.

Founding story

Sett was founded by CEO Amit Carmi and CTO Yoni Blumenfeld, both alumni of Israel's Unit 8200. The founders have said the idea came from observing studios spending billions on user acquisition while the cost and complexity of producing engaging creative content kept rising, and that Apple's 2021 privacy changes made traditional targeting harder, shifting competitive advantage toward standout content. They saw an opportunity to use AI agents to automate and optimize marketing and in-game content creation. Sources differ on the founding year: Bessemer Venture Partners and one report give 2022, while a later report gives 2023.

Business model

Sett sells its AI creative and UA platform to mobile game studios, onboarding customers by taking their marketing assets and producing a continuous flow of ready-to-use video and playable ad creatives. The company describes a land-and-expand strategy, starting with UA creatives and extending into in-game experiences and new game development.

Sett generates revenue from gaming company customers using its platform; reporting in March 2026 described the company as generating tens of millions of dollars in revenue with strong growth, according to people familiar with the company. Specific pricing terms are not disclosed.

Traction

Sett has named Zynga, Scopely, Playtika, Unity and Papaya among customers and partners, and cited more than 100 studios on a waitlist when it emerged from stealth in May 2025. Its site features case studies for titles including Club Vegas, Klondike, Jewelscape, Simon's Cat Match and Solitaire Cash. As of March 2026 the company employed about 50 people and was reported to be generating tens of millions of dollars in revenue.

Latest developments

In March 2026 Sett raised a $30 million Series B led by Greenfield Partners with participation from F2 and Bessemer, plus Ben Feder of Tirta Fund, former CEO of Take-Two Interactive and former president of Tencent's gaming division. Total funding reached $57 million. Proceeds are directed at product development and global expansion, and the company plans to broaden beyond gaming into fintech, apps and e-commerce by the end of 2026 while building a holistic agentic user acquisition platform.