Jeffrey Katzenberg, Joe Montana Firms Back AI Marketing Startup

Alembic Technologies Inc., a startup that uses artificial intelligence to help companies tell whether their marketing campaigns are working, has raised $14 million from investors including DreamWorks co-founder Jeffrey Katzenberg’s VC firm.

Alembic uses AI to analyze how social media ad campaigns perform compared with, say, a Super Bowl commercial or billboard, and whether the customers drawn in bought the most profitable products. Katzenberg’s venture firm, WndrCo, led the round, which also included MXV Capital and Liquid 2 Ventures, former Hall of Fame quarterback Joe Montana’s firm.

Katzenberg said in his decades focused on brand marketing and advertising, he spent billions of dollars, “and ...