Alex Sherman

Alex Sherman is co-founder and CEO of Bluefish, a New York company that helps large brands see and influence how ChatGPT, Gemini, Perplexity and other AI tools describe and recommend them.

Early Days at MediaMath

He was an early employee at MediaMath, the advertising technology company, alongside Peter Schwartz, according to AlleyWatch. In 2012 the two left to start Spotfront, which later became PromoteIQ.

Building PromoteIQ in New York

PromoteIQ helped retailers sell ad placements on their own online stores, working with Kroger, Kohl's, Office Depot and B&H. Microsoft bought the company in August 2019, when it had about 40 employees, CNBC reported, as part of a push into retail advertising. PromoteIQ kept growing inside Microsoft and became one of the larger players in retail media.

Launching Bluefish for Enterprise Brands

He started Bluefish with Andrei Dunca, a co-founder of LiveRail, which Facebook acquired, and Jing Feng, who had held COO and general manager roles at PromoteIQ and LiveRail, Laconia wrote in 2024. On the Bluefish about page, he says most AI search tools only tell brands what is wrong, while Bluefish is built for teams that need to plan, optimize and prove the effect of each change.