Enso to acquire two marketing firms for up to $25 million to bring AI agents into advertising
The Israeli startup plans to acquire PPG Digital and U.S.-based LeadCoverage, adding around 50 employees as it moves to combine AI agents with traditional marketing operations.
Enso, a company that develops and operates AI agent systems for marketing and sales, plans to expand its operations and apply its proprietary technology directly to the advertising and marketing industry.
Calcalist has learned that as part of this move, the company plans to acquire PPG Digital, an Israeli performance marketing agency that manages more than NIS 600 million ($200M) in media budgets, and LeadCoverage, a U.S.-based marketing and go-to-market firm.
The deals, valued at approximately $20 million to $25 million, are expected to add around 50 employees from the two companies to Enso’s workforce. The strategy is to use Enso’s AI agents to transform the traditional advertising agency model through automation and agentic capabilities, while also expanding the company’s client base and operations.
Enso recently announced a $15 million funding round, and Calcalist has learned that it plans to launch another significant fundraising round soon to finance the acquisitions. Market sources told Calcalist that the target companies bring substantial marketing expertise and talent to the deal.
The acquisitions would give Enso an opportunity to combine its AI agent technology with established marketing teams and client relationships. The company is targeting a traditional agency market characterized by large teams and relatively low margins, and is seeking to introduce a more automated operating model.
Enso’s latest funding round was led by MoreTech Ventures, with participation from existing investor NFX, Phenomen VC and Gil Hirsch. The round brought the company’s total funding to $23 million.
Enso currently works with companies and startups including Papaya Global, MyHeritage, Papaya Gaming, Natural Intelligence, Winn AI and Israel Canada.
The way companies reach customers is changing rapidly. People searching for information about companies and products are increasingly turning to tools such as ChatGPT, Claude, Perplexity and Google’s AI-generated answers, alongside traditional search engines and social media platforms. The rules governing these platforms, as well as user habits, are changing quickly, meaning marketing methods that worked until recently can rapidly lose their effectiveness.
Enso’s AI agents analyze how platforms rank content, which companies they recommend and which sources they cite. The agents test hypotheses through small-scale experiments and measure the results. When a method proves successful, Enso turns it into a workflow that its agents can execute continuously for clients. If a method stops working, it is re-evaluated or discontinued.
Enso was founded in 2024 by Mickey Haslavsky, who serves as CEO and previously co-founded RapidAPI.
The company currently employs 26 people, the majority of whom are based in Israel. The planned acquisitions would significantly expand its workforce while giving it a larger presence in the marketing industry.
