Devotion
Category: AI in Marketing
AI-powered influencer marketing platform that helps large brands scale creator discovery, management, and content workflows Devotion was founded in 2025. The company is led by Jonathan Kroopf. Based in New York City (Tribeca), New York, USA. Team size: 11-50. Total funding raised: $4M. Latest round: Seed. Key investors include Basecase, Will Ventures, Steph Korey Goodwin (Away/Charmspring co-founder), Eric Glyman (Ramp founder), Justin Kan (Twitch co-founder).
- Founded
- 2025
- Headquarters
- New York City (Tribeca), New York, USA
- Team size
- 11-50
- Total funding
- $4M
Value proposition
Devotion uses AI to help brands move from working with 20-30 creators per month to 500-1,000+ creators, automating creator discovery, brand-fit scoring, content compliance review, campaign management, and creator payments — enabling high-scale creator ecosystems for the algorithmic age.
Products and solutions
AI-powered creator discovery and vetting, brand-fit scoring via AI analysis of creator posts/captions, content compliance and amplification recommendations, creator payment management, bespoke creator ecosystem strategy and operations (agency-style service + AI platform)
Unique value
Combines AI platform (thousands of AI agents for creator analysis) with an operating team for taste — part AI platform for scale, part operating team for brand strategy. Founded by Parade founder (proven creator ecosystem builder) and ex-TikTok executive (deep platform algorithm expertise).
Target customer
Large brands and enterprises (consumer-facing, especially fashion/beauty, food, lifestyle) looking to scale influencer marketing programs beyond traditional macro-creator models
Industries served
Fashion & Beauty, Food & Beverage, Lifestyle, Consumer Brands
Technology advantage
Deploys thousands of AI agents to comb through creator data (photos, videos, captions, brand tags) for psychographic tagging and personalization; AI-powered brand-fit scoring; automated creator payment processing; human-in-the-loop review system (no fully autonomous agents).
How they differentiate
Unlike pure software tools (Spate, AMT) that focus narrowly on gifting, Devotion provides end-to-end creator ecosystem management including strategy, recruitment, content analysis, and payment — operating as a hybrid agency/platform. Competes with Pearpop but with deeper AI agent deployment and a focus on high-volume (500-1,000+ creators/month) rather than macro-creator deals.
Main competitors
Pearpop, Spate, AMT (AI influencer gifting software)
Key partnerships
Sweetgreen (notable client campaign — 500+ creators for wraps launch), Basecase (lead investor), Will Ventures (lead investor)
Notable customers
Sweetgreen, dozens of brands in stealth (approx. 50% fashion/beauty)
Major milestones
March 2025: Founded and entered stealth mode, March 2026: Emerged from stealth with $4M seed funding, 10+ clients, seven-figure revenue, June 2026: Sweetgreen wraps campaign with 500+ creators
Growth metrics
Seven-figure revenue; 10+ clients (as of March 2026 launch); 1B+ impressions driven; tens of thousands of creators activated; tripled partner content output on average
Market positioning
Early-stage entrant in the AI-powered creator marketing space, positioning as the infrastructure layer for brands transitioning from macro-influencer campaigns to high-scale, algorithm-optimized creator ecosystems.
Geographic focus
United States (New York City-based, serving US consumer brands)
About Jonathan Kroopf
Ex-TikTok executive (TikTok Shop creator affiliate ecosystem, celebrity partnerships); CreatorIQ; 2x exits in creator economy
Latest news about Devotion
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Official website: https://www.devotion.club