Onton Secures $7.5M Funding

What happened

Onton, previously known as Deft, secured $7.5 million in funding to expand its AI capabilities, specifically for AI-driven image generation within its digital space. This technology visualises products in various settings to guide consumer purchasing, aiming to improve user experience and conversion rates for retailers. The investment will broaden AI functionalities and enhance the platform's ability to facilitate more efficient purchasing processes.

Why it matters

The introduction of expanded AI-driven image generation for product visualisation increases the due diligence requirements for procurement and platform operators regarding the accuracy and ethical implications of AI-generated content. This development raises exposure to potential misrepresentation risks and necessitates enhanced oversight of AI model outputs and data sourcing, impacting compliance and legal teams responsible for consumer protection and advertising standards.