Google has acquired Alter, an artificial intelligence (AI) startup that helps creators and brands express their virtual identity, for about $100 million, a source familiar with the matter told TechCrunch, in an effort to boost its content game and better compete with TikTok .
The source said that the acquisition process was completed about two months ago, but neither of the two companies disclosed this to the public. Some of Alter’s top executives have updated their LinkedIn profiles to share that they joined Google without acknowledging the acquisition. The source requested anonymity because they share non-public information.
US-based Czech Alter She started her life as Facemoji, a platform that provides plug-and-play technology to help game and app developers put token systems into their apps. The startup has received $3 million in seed funding from investors including Play Ventures, Roosh Ventures and Twitter.
Facemoji was later rebranded to Alter. A person familiar with the matter said that Google hopes to use Alter to improve and thicken its content offerings.
Alter’s founders, Jon Slimak and Robin Raszka, did not respond to a request for comment.