Petra Labs

Attribution and experimentation for AI search

Petra Labs builds the attribution and experimentation layer for AI search, on the view that AI-driven information retrieval will increasingly shape commerce while most companies have no way to measure their exposure to it. The product combines large-scale simulations, agentic analysis and deeply embedded integrations to turn AI search from a black box into a channel teams can test against and allocate spend to. The company hires a small number of people and gives each a wide remit, with direct and transparent internal discourse.