Sett

Founded in 2022 by CEO Amit Carmi and CTO Yoni Blumenfeld, Sett.ai operates as an agentic AI platform tailored for the mobile gaming industry. The Tel Aviv-based company emerged from stealth mode in May 2025, securing a total of $27 million in funding through a seed round and a Series A led by Bessemer Venture Partners. This financial backing is intended to fuel the expansion of its AI and engineering teams in Israel.

Sett addresses a critical challenge in the highly competitive mobile gaming market: the costly and time-consuming process of creating effective marketing content. The platform specializes in generating diverse, data-driven user acquisition (UA) materials, such as video ads and playable ads, at a large scale. Its business model is centered on providing this service to mobile gaming studios, with clients including major industry names like Playtika, Zynga, SuperPlay, and Unity.

The platform's core technology differentiates it from competitors by not just producing variations of existing templates. Instead, its AI agents are trained on real-world campaign data, competitor activity, and audience behavior to ideate and produce entirely new creative concepts. This system analyzes performance data to optimize the content, helping studios identify winning ad creatives much more efficiently. Sett claims its automated process can reduce creative production time by a factor of 15 and cut associated costs by up to 25 times. The service is designed for immediate value with zero onboarding required, delivering ready-to-use creative assets directly to clients.

The founders, both alumni of Israel's elite Unit 8200, identified this market opportunity as rising user acquisition costs and Apple's privacy changes diminished the effectiveness of traditional ad targeting, making creative quality the primary competitive advantage. While the initial focus is on UA creatives, the company's long-term vision includes expanding into generating in-game content and experiences, aiming to become a comprehensive content creation engine for the gaming vertical.

Keywords: agentic AI, mobile game advertising, user acquisition, creative production, playable ads, ad creative optimization, gaming technology, marketing automation, video ad generation, in-game content, ROAS optimization, mobile marketing, game development tools, creative testing, data-driven advertising, ad performance, campaign optimization, content generation, Tel Aviv, Amit Carmi