PromptPath

About PromptPath

PromptPath provides artificial intelligence-driven solutions for original equipment manufacturers (OEMs), dealer groups, and automotive technology providers. The company's focus is on enhancing the customer experience and improving automotive retailing through the use of generative AI. Its core offering includes AI-based real-time prompting and productivity solutions that help sales and service agents deliver higher quality customer conversations, leading to increased sales and customer satisfaction. The technology preserves customer context across all conversations and handoffs, from the initial contact through to financing and insurance.

The company was founded by Malcolm Thorne and Max Steckler, two veterans with over four decades of combined experience in the automotive technology sector. Thorne, the CEO, is a venture capitalist and has a background as the former EVP/Global Chief Strategy Officer for CDK Global, having also built and sold two software companies. Steckler, the Chief Product Technology Officer, is an ex-CPO with extensive experience in digital marketing, CRM, and analytics platforms, and was recognized as "Automotive Innovator of the year" by Google. The leadership team also includes other seasoned professionals from the automotive and tech industries, such as Osman Shoukry and Tony T. Graham.

PromptPath operates on a business-to-business model, serving clients within the automotive retail ecosystem. The company is venture capital-backed, having raised $11.3 million in an Early Stage VC round in March 2026. Investors include Automotive Ventures and FM Capital.