Meet the founders of Sett: Amit Carmi and Yoni Blumenfeld

Whether it's the growing intelligence of non-player characters (NPCs) or boosted efficiency in prototyping, the gaming industry is being revolutionized by AI agents. One emerging force to be reckoned with is already being dubbed by creative teams as a “must-have,” integral to game development and player acquisition.

Sett leverages AI to auto-generate creative assets for gaming studios, beginning with user acquisition (UA) videos and playable ads. Its agentic approach to UA marketing produces content that gives developers an edge in a highly competitive market. With the goal of developing intelligent gaming agents that learn from and adapt to campaign data and player behaviors, Sett is well on their way to becoming a new AI leader.

Our conviction in Sett, which began with our seed investment, has continued to grow across the team, platform, and total addressable market (TAM). The Bessemer team — Ariel Sterman, Adam Fisher, and Roei Haviv — was confident in doubling down on Sett’s recent Series A due to their land-and-expand strategy for a fast-growing agentic AI solution. We sat down with CEO Amit Carmi and CTO Yoni Blumenfeld to learn more about their GenAI solution and how they aim to be a winner in the gaming category.

Q&A with the founders of Sett AI

What originally inspired you to build Sett?

The market is saturated. We saw studios spending billions on UA while the costs and complexity of building engaging creative content continued rising. Apple’s privacy changes in 2021 made traditional targeting more difficult, so content that stands out became the competitive advantage. We saw a massive opportunity to use AI agents to automate and optimize marketing and in-game content creation.

Can you explain how AI agents are changing the gaming industry, and how Sett is contributing to that change?

AI agents are automating and personalizing content generation at a scale and speed that was previously impossible. AI can now test, generate, and optimize creative assets — playable ads, in-game elements, even mini-games tailored to specific audiences and live campaign data. This is crucial in a post-IDFA (Identifier for Advertisers) era where content quality drives UA and retention.

Sett is at the forefront of that change, empowering studios to produce unique, high-performing content up to 15 times faster and 25 times cheaper than traditional methods. Our AI isn’t just automating templates — it’s generating distinct creative directions, learning from real-world data, and continuously optimizing for what works best.

How did you land your first major customers like Zynga and Playtika? What convinced them to take a chance on Sett?

There was no magic trick — we believe that after rigorously digging into the problems mobile game studios have, we landed on a huge unsolved pain. When approaching studios with a solution to this that works, it was a no-brainer for them. The mobile game industry is also characterized by very strong communities, so word-of-mouth spreads pretty rapidly.

Game developers are a unique breed of builders — in building Sett, what have you learned about your customers, and what do they say makes them love your product?

Gaming developers are some of the most creative and resourceful builders who are under immense pressure to deliver fast results in a hyper-competitive market. What we’ve learned is that they value tools that don’t just automate, but give them a real edge. Because they’re deeply results-driven, they care about tying any product or service they use directly to measurable performance outcomes. Demonstrating a clear KPI impact is essential to earning their attention and trust.

Our customers tell us they love Sett because it allows them to focus on creativity and strategy, while our AI does the heavy lifting when it comes to production and testing. They appreciate that Sett isn’t just about speed or cost-savings — though it cuts production time up to 90% — it’s about unlocking new possibilities and staying ahead in a changing market.

What’s some advice you would give an early-stage AI founder in today’s landscape?

Before building anything, ask yourself: Will this be irrelevant once the next version of ChatGPT or a new frontier LLM with some general-purpose agent on top of it drops? If the answer is yes, think twice. Instead, focus on problems that lie outside the scope — or interest — of foundational model companies, or where models still consistently underperform and show little signs of improvement. That’s your space of opportunity. Differentiation lies in the gaps they don’t close.

Secondly, and just as important, build your team with people who don’t just love the market and mission you’re trying to serve, but share your hunger and optimism. Ultimately, remember it’s an intense journey and that AI is a tool, not the end goal. You want to make your users feel superhuman, not super-replaceable.

What’s your vision for Sett, and where are you headed next?

We want to demolish the barriers between game ideas and production content, empowering mobile game teams to create, test, and scale killer game content at lightning speed — all so they can develop the next global hit.

Even though we started with UA creatives, we’re making progress in getting into in-game experiences, new game development, and more. We’re aiming to double our crew by the end of this year by growing our AI and engineering teams. In doing so, we’re planning to dive deeper into mini-games, in-game content, and more.

We’re hiring — check out opportunities at Sett!