Textual
Textual is a Sweden-based SaaS platform that uses generative AI to automate product content creation, enrichment, and translation for e-commerce retailers, serving enterprise customers like Lindex, NA-KD, John Lewis, Trendyol, and Dustin via PIM-integrated workflows.
- Company typePrivate
- Founded2016
- HeadquartersGothenburg, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Textual does
Textual (legal entity Textual Relations AB) is a Sweden-based, privately held SaaS company founded around 2016 that sells an AI-powered content and translation platform to e-commerce retailers. The product centers on a web application that lets merchandising and content teams import product data, design prompts via a Prompt Designer, and run bulk generation, translation, and proofreading workflows across 30+ languages. Surrounding modules extend the platform: AI Agents automates multi-step pipelines with conditional triggers; Enrich uses web search, image analysis, and document analysis to complete and clean PIM fields; Custom AI Training fine-tunes third-party models on customer data for brand voice; AI Translations combines machine translation with glossaries and no-translate lists; and Human Translations integrates human proofreaders into the same interface.
The underlying technology stacks third-party large language models (OpenAI's ChatGPT and Google Gemini) behind a proprietary orchestration, prompt-rule, and human-in-the-loop layer, with API access and pre-built integrations into PIM and commerce platforms (InRiver plug-in, Norce.io Technology Partner Program, Salesforce, Askås). Named enterprise customers include Lindex, NA-KD, John Lewis & Partners, Trendyol, Dustin, Ellos, Jollyroom, and BabyShop Group, with Dustin's 280,000-product, six-language deployment cited as a flagship case study.
The business model combines enterprise platform subscriptions (quote-based, annual billing) with professional services revenue from Custom AI Training and 'Your GPT Agency' consulting engagements, sold primarily through direct enterprise field sales, demo-led acquisition, and partner channels. The company has raised a single disclosed round of $1.29M from Wellstreet in February 2019 and otherwise appears bootstrapped, with 11–50 employees operating as a remote-friendly organization out of Gothenburg, Sweden.
Textual firmographics
Firmographics- Name
- Textual
- Legal name
- Textual Relations AB
- Website
- https://textual.ai
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Textual is a Sweden-based SaaS platform that uses generative AI to automate product content creation, enrichment, and translation for e-commerce retailers, serving enterprise customers like Lindex, NA-KD, John Lewis, Trendyol, and Dustin via PIM-integrated workflows.
- Ownership category
- akta.pro rank
Textual industry classification
Industry- Product category
- AI Content Generation Software
- NAICS
- Software Publishers (513210), Translation and Interpretation Services (541930), Custom Computer Programming Services (541511)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370), Services-Management Consulting Services (8742)
- akta.pro primary industry
- Generative AI & LLM Solutions Services (RAG, Agents, Copilots) (BPAEAHAG)
- akta.pro secondary industries
- iBPMS (Intelligent BPM Suites) & Process Automation Suites (HDAEAHAG), Model Development & Training Platforms (AutoML, Notebooks, Feature Stores) (HDAEANAB), Enterprise AI Data & Knowledge Platforms (Vector Databases, Knowledge Graphs) (HDAEANAH)
Keywords
Where Textual is headquartered
LocationHeadquarters
- HQ city
- Gothenburg
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Textual business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Platform Subscription: Web application platform access with AI generation, translation, and automation capabilities. Pricing based on usage volume and feature tiers.
- Custom AI Training Services: Professional services for fine-tuning AI models with customer-specific data for enhanced accuracy and brand voice.
- GPT Agency Consulting: Consultation services including AI capability assessment, use case identification, implementation guidance, and employee training.
- Human Translation and Proofreading: Human translator and proofreader access integrated into the platform for quality assurance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise tier with full platform access |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Textual product offering
Product offeringCore offering
Textual provides an AI-powered SaaS platform for e-commerce retailers that combines large language models (GPT, Google Gemini) with human-in-the-loop workflows to automate product description generation, multi-language translation (30+ languages), and product data enrichment within PIM systems. The platform is offered as a central web application with add-on modules for workflow automation, custom AI training, AI and human translation, and PIM data enrichment, supported by enterprise consulting through its GPT Agency service.
Product overview
Textual is an AI-powered content generation and translation platform for e-commerce, built as a unified platform-plus-modules architecture. The core Platform serves as the central hub for interacting with LLMs, importing data, designing prompts, and managing outputs. Surrounding the core are specialized modules: AI Agents handles multi-step automation workflows; Enrich uses AI to complete and clean PIM data via websearch, image analysis, and documents; Custom AI Training fine-tunes models for brand-specific tone-of-voice; AI Translations provides instant translation in 30+ languages with customization tools; and Human Translations offers integrated proofreading and quality assurance. The AI for Enterprise layer provides enterprise controls and processes, while Your GPT Agency offers consultation services. All modules interconnect through the Platform's API and integration framework.
Differentiator
Problem solved
Functional benefit
Products and services
- Platform
Quantifiable outcome
- Revolutionized business operations for Dustin with 280,000 products in 6 languages
- +2 more outcomes
Companies that use Textual
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Textual technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability10 records
Feature8 records
Textual partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Norce.iocoreTextual.ai joined the Technology Partner Program at Norce.io to make the platform smoothly available across leading SaaS, PIM, and CMS systems. The first customer to benefit from this integration is BabyShop, which now accelerates content workflows with the combined solution.
- InRivercorePartnership with InRiver providing a plug-in integration that takes minutes to install, enabling faster deployment for PIM users.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Textual competitors and assessment
Company assessmentDirect peers
- Hypotenuse AI: Hypotenuse AI offers AI-powered product description generation, bulk content creation, and PIM integrations specifically for e-commerce retailers. Directly comparable to Textual's core value proposition of generating, enriching, and localizing product content at scale for brands and retailers.
- Jasper AI: Jasper is a generative AI content platform with brand voice customization, workflow automation, and templates for marketing/product copy. Comparable to Textual in offering enterprise-grade generative AI content with brand-specific fine-tuning, though Jasper serves a broader marketing audience beyond e-commerce PIM.
- Lokalise: Lokalise is a translation management platform with AI translation, glossaries, translation memory, and human-in-the-loop workflows for digital content. Directly comparable to Textual's AI Translations and Human Translations modules, especially for enterprise e-commerce and product content localization.
- Phrase: Phrase is an enterprise translation management system with AI-powered translation, automation, and integrations. Comparable to Textual on AI translation, workflow automation, and custom model training features for enterprise customers managing multilingual content at scale.
- Smartling: Smartling is an enterprise translation platform combining AI machine translation with human quality assurance and workflow automation. Directly comparable to Textual's combined AI + human translation offering and its enterprise GTM focus on global brands.
- Copy.ai: Copy.ai offers AI-powered content generation with workflow automation for marketing and product copy. Comparable to Textual in applying generative AI to content production at scale, though Copy.ai is more marketing-focused while Textual is more PIM/e-commerce-specialized.
Broad incumbents
- Akeneo: Akeneo is a leading PIM platform serving enterprise brands and retailers. Overlaps with Textual on PIM-adjacent product content workflows; Akeneo's PIM Suite and product enrichment capabilities are a broader platform play that may compete with or partner alongside Textual's Enrich module.
- Salsify: Salsify is a product experience management platform combining PIM, syndication, and content authoring for brands/retailers. Comparable as an enterprise commerce-content incumbent where Textual could either integrate (via API) or face competition as Salsify adds native AI generation capabilities.
Regional players
- Productsup: Productsup is a European-headquartered product content and feed management platform serving brands and retailers with PIM-adjacent content syndication capabilities. Comparable to Textual in targeting European enterprise retailers managing complex product catalogs across channels.
Emerging players
- Writesonic: Writesonic offers AI content generation with SEO focus and brand voice features. Adjacent to Textual on AI-powered copywriting but broader in marketing use cases and less specialized in PIM/e-commerce localization workflows.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Textual social profiles
Digital presenceTextual financial estimates
Financial estimateRevenue estimate
Valuation estimate
Textual leadership team
Management profileNumber of profiles
Profiles2 records
Textual funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Textual M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Textual
What does Textual do?
Textual provides an AI-powered SaaS platform for e-commerce retailers that combines large language models (GPT, Google Gemini) with human-in-the-loop workflows to automate product description generation, multi-language translation (30+ languages), and product data enrichment within PIM systems. The platform is offered as a central web application with add-on modules for workflow automation, custom AI training, AI and human translation, and PIM data enrichment, supported by enterprise consulting through its GPT Agency service.
Is Textual a public or private company?
Textual is a private company. It is classified as venture growth investor backed and is currently operating.
When was Textual founded?
Textual was founded in 2016. It employs 11 to 50 people.
Where is Textual based?
Textual is headquartered in Gothenburg, Sweden, in the Europe region.
How does Textual make money?
Four revenue lines are on record. Platform Subscription is the primary driver. The others are custom AI Training Services, GPT Agency Consulting and human Translation and Proofreading.
Who are Textual's main competitors?
Direct peers on record are Hypotenuse AI, Jasper AI, Lokalise, Phrase, Smartling and Copy.ai. Broad incumbents are Akeneo and Salsify. Productsup is listed as a regional player. Writesonic is listed as an emerging player.
Does Textual have an API?
Yes. The API is designed to be straightforward and simple to integrate with, revolving around receiving data and sending texts. Settings and configurations are handled in the web application with intuitive interfaces, making the integration process fast and flexible. Users can upload files with data or send data via API.
What industry is Textual in?
Textual's product category is AI Content Generation Software. Its primary akta.pro industry code is BPAEAHAG, Generative AI & LLM Solutions Services (RAG, Agents, Copilots), with a secondary code of HDAEAHAG, iBPMS (Intelligent BPM Suites) & Process Automation Suites. Its NAICS code is 513210 and its SIC code is 7372.