M11 Labs
M11 Labs provides an agentic trust platform that verifies product claims and tracks competitor threats for commerce brands. The platform uses AI agents to check claims against independent evidence sources, monitor competitor narratives, and recommend corrective actions. It also publishes category research, including a skincare report analyzing 633 brands on claim verifiability.
- Artificial Intelligence
- AI Agents
- Data & Analytics
- Commerce & Shopping
- Retail Technology
- Software Only
Funding
Founders
Product
Problem
Commerce is filling with product claims that are difficult or impossible to verify, generated at industrial scale and repeated with confidence. This erodes consumer trust, causes honest brands to lose sales to rivals with larger marketing budgets, and exposes companies to regulatory action over unsupported claims.
Solution
M11 Labs powers an agentic trust platform that helps brands verify what they say, what evidence supports it, what is missing, and what competitors are doing. The platform deploys AI agents that scan product pages and public material, extract claims shoppers would actually read, and check each claim against independent evidence sources including lab reports, certification registries, and regulator records. M11 agents detect emerging competitor narratives, score signals for commercial impact, and draft recommended responses for brand approval before deployment across connected channels. The platform also publishes category research, such as its skincare report analyzing 633 brands, to benchmark industry performance on claim verifiability.
Target Audience
Primary customers are commerce brands and product teams that need to verify their own claims, monitor competitor threats, and maintain trust with increasingly AI-driven consumers and regulators.
Features
- AI agents that automatically scan brand product pages and public material to extract and verify product claims against accessible evidence
- Counter-AI intelligence that detects coordinated competitor campaigns seeding false claims, including those being ingested by AI overviews
- Commercial scoring system (0-100) weighing presence, accuracy, completion, and competition for each brand signal
- Agentic workflow that drafts recommended fixes and responses for brand approval before deployment, functioning like code review for commercial data
- Evidence graph mapping products, claims, evidence, and competitors in one connected view, including gaps and before/after tracking
- Live watchlist ranking competitor moves, regulator letters, and AI answer changes by impact for weekly prioritization
- Access to independent evidence sources that standard scrapers cannot reach, including lab reports, certification registries, and regulator records