Sia joins €6 million investment round in agentic AI startup Lemrock
Sia, a global consulting firm, has joined a €6 million funding round in Paris-based startup Lemrock, positioning itself at the centre of what both companies see as the next structural shift in digital commerce: the rise of AI agents as primary shopping interfaces.
The round, led by Galion, signals growing investor conviction that conversational AI is no longer just a discovery layer but an emerging transactional environment. For Sia, the investment builds on its belief that AI, in particular agentic commerce through tools like ChatGPT, Claude, and Perplexity, will disrupt the online buying landscape.
Lemrock
Lemrock was founded in 2025 by Roxane Laigle (CEO), Sasha Collin (CPO) and CTO Clément Nguyen. Its core startup business case is that commerce is rapidly migrating into conversational AI environments, yet the infrastructure required for brands to operate inside those environments does not exist at scale.
Today, consumers increasingly ask AI systems what to buy, compare products, or request recommendations in natural language. According to Lemrock, this behavioural shift is already contributing to measurable disruption, with some retailers reporting up to 30% declines in traditional website traffic as discovery moves away from search engines and brand-owned platforms.
Lemrock addresses this gap by building a middleware layer that connects retailer catalogues directly to AI agents. Its system ingests product data – including pricing, availability, and attributes – and structures it so that large language models can retrieve, interpret, and surface it inside conversations. The platform also enables transaction handling and performance tracking, effectively closing the loop between recommendation and purchase.
Rather than forcing brands to build bespoke integrations for each AI platform, Lemrock offers a single orchestration layer across multiple ecosystems. This includes ChatGPT, Claude, and Perplexity, allowing retailers to maintain control over pricing, margins, and product representation while becoming natively visible inside conversational interfaces.
Lemrock is already working with more than 60 brands across Europe and the United States, including major retail names such as Maisons du Monde, Cdiscount, Darty, and others, and reports processing over 100 million interactions per month.
Why Sia is investing
The €6 million round brings together a notable group of investors from both tech and retail backgrounds. Alongside Galion, participants include figures such as Michaël Benabou (Veepee), Gary Anssens (Decathlon), and Antoine Lizée (Alan).
How much Sia has invested has not been disclosed. On its involvement, the firm stated: “By combining conversational orchestration, intent intelligence, and performance monitoring, Lemrock addresses one of the key emerging challenges of the AI era: making commerce actionable inside conversational interfaces.”
Alongside its financial investment, Sia will also become a partner of Lemrock. Together, the two companies will support clients with implementing and operationalize agentic commerce at enterprise scale. “Where Lemrock provides the technology infrastructure layer, Sia brings the consulting, transformation, data, and sector expertise.”
By backing Lemrock, Sia is positioning itself at the forefront of agentic AI in the retail and ecommerce landscape. “By investing in Lemrock, Sia reinforces its ambition to help organizations anticipate and operationalize the next generation of AI-driven customer experiences and commerce models.”
