Formative Invests PLN 2M in Oria AI to Redefine MarTech
💎 Formative Invests PLN 2M in Oria AI to Redefine Influencer Intelligence with Deep MarTech Innovation
Wrocław-based Wills Innovation has secured a PLN 2 million investment from Formative, a fast-scaling venture fund led by Paweł Dobosz, to develop and commercialize Oria AI—a cutting-edge martech platform for evaluating digital creators and their audiences with unparalleled precision. The platform leverages natural language processing, image recognition, and speech analysis to offer granular insights into the activity, relevance, and authenticity of influencers in the social media landscape.
The funding gives Formative a 10% equity stake in Wills Innovation and follows an earlier PLN 3 million grant from EU funds under the Fundusze Europejskie dla Dolnego Śląska 2021–2027. The capital injection will support platform development, product testing, and a full market launch—targeting both enterprise brands and concerned parents alike.
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Influencer Intelligence Meets AI
Oria AI aims to solve a growing pain point in the digital marketing industry: separating signal from noise in the influencer economy. Brands often struggle with influencer selection, ROI measurement, and brand safety. Oria AI introduces an evidence-based, automated system that maps audience demographics, engagement quality, sentiment trends, and visual content analysis—reducing dependence on gut-feeling and vanity metrics.
According to Wojciech Bzdyk, Product Owner at Wills Innovation, “We come from the marketing world ourselves, and we know the gaps that have frustrated marketers and parents alike. Oria AI is more than a B2B analytics tool—it can help companies build authentic partnerships and empower parents to monitor what content their kids consume online.”
Beyond Brands: A Dual-Use Platform
The flexibility of Oria AI lies in its design: it supports advanced influencer vetting for brands, but also offers potential consumer-facing applications such as parental monitoring dashboards and real-time content risk alerts. It represents the rise of dual-use martech—software that serves both enterprise clients and public good. This angle positions Wills Innovation as a responsible tech builder, conscious of the ethical dilemmas posed by algorithmic influence and online safety.
Formative’s Broader Vision
Founded in April 2025, Formative has already invested over PLN 10 million into five early-stage startups, including Freemoji, a deeptech startup focused on digital body language. With a bold strategy to invest €100 million into 100 companies within three years, Formative focuses on “rising sectors of the attention economy,” as Dobosz describes them—where media, tech, and psychology collide.
Unlike traditional VCs, Formative provides capital plus strategic support, including legal advisory, marketing expertise, and business scaling guidance. As Wiktor Pastucha, CEO of Wills Innovation, noted, “Formative brings the kind of business wisdom we wouldn’t get from a classic VC firm. This partnership is about more than funding—it’s about growing smart, fast, and with purpose.”
Why It Matters: Poland’s Martech Moment
This investment marks a broader shift in the Polish innovation landscape. As AI and martech converge, Poland is emerging as a serious contender in the race to define the next generation of media tools—those that don’t just track engagement but understand it. From Symmetrical’s HR automation to Brand24’s social sentiment analysis, Poland’s martech stack is growing more intelligent, contextual, and export-ready.
Oria AI is part of this new wave. It joins the ranks of Polish startups using AI not just as a buzzword, but as infrastructure—to bring transparency, relevance, and safety to the digital spaces we increasingly inhabit. And as influencer marketing continues to eat into traditional media budgets, tools like Oria will define how billions in brand spend get allocated.
