Irish AI business Glitch is on a mission to transform the future of advertising.
Dublin-based tech start-up Glitch has raised €2m in seed funding to accelerate its international expansion and enhance its AI-powered platform for B2B marketers.
The round was led by Elkstone, with participation from Gaingels, HBAN, and several European angel investors.
“Digital advertising shouldn’t feel like decoding a foreign language”
Founded by Aisling Browne and Kingsley Kelly, Glitch offers an automated solution for digital campaign setup, targeting, budget allocation, and optimisation. The platform is designed to support lean marketing teams and boutique agencies by reducing the time and complexity involved in managing performance advertising.
What gets measured gets managed
“Digital advertising shouldn’t feel like decoding a foreign language,” said Browne, who serves as chief executive. “We built Glitch to give lean teams the power, insights, and confidence to run high-performing campaigns, saving hours of manual work and removing the guesswork.”
The company’s technology delivers detailed reporting on audience engagement, copy effectiveness, and keyword performance. According to Glitch, early users have seen a fivefold increase in conversion rates, a 9 per cent lift in click-through rates, and a 30 per cent reduction in cost per acquisition.
Glitch emerged from Dogpatch Labs’ Founders accelerator programme, where Browne and Kelly connected over a shared ambition to simplify B2B advertising. The platform is now used by clients including Protex AI, Web Summit, We Are Riley, Mango Media, and Squid Loyalty.
“In a crowded digital marketing landscape, Glitch stands out because it delivers measurable results for its clients,” said Niall McEvoy, managing director of venture at Elkstone. “The team has built a platform that truly empowers B2B marketers and boutique agencies, simplifying campaign management while driving performance.”
Dan Hobbs, chief executive of Protex AI, said the partnership with Glitch had “significantly improved campaign efficiency and overall ad performance,” citing gains from automation and data-driven optimisation. Barry McCullagh, senior vice president at Web Summit, described the platform as “like having an extra performance marketer for our team.”
The funding will be used to expand Glitch’s commercial operations, support international growth, and introduce new features including integrations with Meta Ads and LinkedIn. The company also plans to roll ouadvt CRM tools aimed at improving cross-platform reporting and campaign attribution.
Top image: Glitch founders Kingsley Kelly and Aisling Kelly with Niall McEvoy from Elkstone
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