Hexagon secures $1.8M seed funding to scale AI visibility platform
Brazilian entrepreneur Ramon Silva's latest venture has secured approximately $1.8 million in seed funding from Silicon Valley firm Pear VC, betting on AI-powered commerce infrastructure. Hexagon develops Generative Engine Optimization technology to help brands maintain visibility in AI-driven search platforms like ChatGPT, representing a shift in how Brazilian startups approach product development and workforce planning.
Silva, who previously sold dark store startup Avocado to Colombian delivery platform Rappi, is taking a measured approach to team building. Rather than rapidly expanding headcount, Hexagon is investing first in technology and infrastructure, according to the CEO. This strategy reflects broader maturation in Latin American tech ecosystems, where founders balance growth ambitions with operational sustainability.
The company currently serves Brazilian enterprise clients including Loft, Getnet, Buser, BTG Pactual, and Tako, alongside undisclosed U.S. customers. Hexagon has not released revenue figures or financial projections following the funding round.
Why Brazilian AI startups are reshaping talent demand in Latin America
Hexagon's funding and strategic direction signal evolving workforce requirements for companies building engineering teams in Brazil. The startup's focus on Generative Engine Optimization and the Agentic Commerce Protocol creates demand for specialized technical profiles that blend traditional software engineering with emerging AI competencies.
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The Agentic Commerce Protocol, a technology that enables purchases directly within generative AI environments, represents the next frontier for digital commerce. Hexagon has already begun operating strategies related to this protocol in the United States, positioning itself ahead of mainstream adoption. This forward-looking approach requires engineers who understand both e-commerce infrastructure and AI model behavior, a combination that remains scarce in Latin American talent markets.
Industry forecasts underscore the scale of opportunity. Consulting firm Bain estimates that agentic commerce could generate between $300 billion and $500 billion in the United States by 2030, representing 15% to 25% of online sales. Morgan Stanley projects a market ranging from $190 billion to $385 billion, while McKinsey estimates the U.S. B2C retail segment alone could eventually reach $1 trillion. B2C retail segment alone could eventually reach $1 trillion.
For employers navigating AI and tech recruitment in Brazil, Hexagon's trajectory illustrates a critical tension. The company needs engineers capable of building infrastructure that makes products discoverable and purchasable across multiple AI platforms, from ChatGPT to Perplexity to Gemini. According to Hexagon's platform description, the technology connects catalogs once and manages discoverability across all AI shopping channels, a technical challenge requiring expertise in API integration, data structuring for AI consumption, and real-time inventory management.
Yet Silva's decision to delay significant team expansion suggests that access to this talent is not the primary constraint. The company is building robust technology first, then scaling the team to support it. This approach may reflect lessons learned from Silva's previous venture or a pragmatic assessment of Brazil's AI talent market, where competition for experienced engineers has intensified as both domestic startups and international companies expand operations.
Agentic commerce and the next wave of AI hiring in Brazil
Hexagon's dual focus on expanding its customer base in Brazil and the United States while educating the market about AI visibility creates specific workforce planning implications. The company will need customer success professionals who can explain technical concepts to enterprise clients, sales teams familiar with both Brazilian and U.S. market dynamics, and product managers who understand how brands are discovered in AI-generated responses versus traditional search engines.
Silva framed the shift as fundamental, stating that the transformation represents one of the biggest changes in internet discovery since Google, and that brands not understood by AI models will cease to exist in this new environment. This perspective suggests Hexagon will eventually require educators and evangelists in addition to engineers, expanding the talent profile beyond pure technical roles.
The startup's work with the Agentic Commerce Protocol adds another dimension. As consumers begin completing purchases without leaving AI conversation interfaces, Hexagon will need specialists in payment infrastructure, fraud prevention, and transaction security adapted for AI-mediated commerce. These roles blend traditional fintech expertise with novel AI interaction patterns.
Pear VC's investment carries additional implications for talent strategy. The firm has backed companies including DoorDash, Cognition, and Gusto, and its in-house recruiters have made over 175 hires for portfolio companies. This infrastructure may influence Hexagon's eventual hiring approach, particularly for senior technical and leadership roles where Pear VC's network offers competitive advantage.
For employers watching Brazil's AI ecosystem, Hexagon's trajectory offers a preview of emerging skill requirements. As generative AI reshapes how consumers discover and purchase products, companies will need teams that understand AI model behavior, can optimize content for AI interpretation rather than traditional SEO, and can build commerce infrastructure that operates within conversational interfaces. These capabilities remain nascent in Latin American talent markets, creating both recruitment challenges and opportunities for professionals who develop them early.