Table of Contents
Key Points
- Prosus joins $3.6 million seed round for Brazil’s Ursula, an AI startup developing emotionally aware digital characters using memory and symbolic AI.
- Ursula aims to transform AI interactions beyond chatbots, offering evolving digital personas for gaming, education, and storytelling platforms.
- The deal deepens Prosus’ investment in Latin America’s tech scene, following previous bets on firms like iFood and Creditas.
Prosus N.V., the global internet group chaired by South African billionaire Koos Bekker, has invested in Ursula, a Brazilian AI startup building emotionally intelligent digital characters. The $3.6 million (R$20 million) seed round was led by Village Global, with participation from Prosus Ventures and Worldbuild.
Other backers in the round include Betaworks, Norte Ventures, and several well-known angel investors. The investment adds to Prosus’ growing interest in Latin America’s tech scene, particularly in new kinds of AI experiences that feel more human and engaging.
Characters that feel alive
Ursula AI is working on AI-native characters that don’t just talk, they remember, grow, and form emotional connections. Built on what it calls an “Artificial Life Engine,” the platform combines large language models, symbolic AI, and long-term memory to create digital personas that change and evolve over time.
The goal is to move beyond the usual chatbot experience. Instead of static avatars, Ursula’s characters are designed to feel more like companions, able to recall past conversations, show emotion, and build relationships with users. Early mobile tests have shown strong engagement, suggesting the technology could open up new possibilities in gaming, storytelling, learning, and online interaction.
A fast-growing tech scene in Brazil
“This investment reflects our focus on supporting startups that are changing the way people connect with technology,” said Thiago Viana, Head of Prosus Ventures Latin America and a senior executive at iFood. “What makes Ursula stand out is how it blends creativity with technical depth, and it’s all being built with global ambitions, right here in Latin America.”
Ursula was founded by a team of Emmy winners and former creatives and engineers from Pixar, Unity, Blizzard, and Google. The company plans to offer its AI tools to global content owners, helping them create emotionally aware digital characters for existing franchises and new digital platforms. “Our mission is to bring lifelike digital beings into the world,” said CEO Pedro Lucca, “and to create experiences that feel emotionally meaningful—on every screen, everywhere.”
Prosus expands its digital portfolio
Prosus, launched in 1997 by Koos Bekker, has grown into one of the largest tech investors in the world, with stakes in companies across fintech, education, e-commerce, and digital media. Bekker, who owns just under 1 percent of the firm, still plays an active role in its direction. His stake is worth more than $885 million.
Earlier this year, Prosus joined a $75 million round in Rain, a U.S. startup that helps workers access earned wages ahead of payday. The company is aiming for $12.5 billion in revenue by 2028, double what it reported in the 2025 financial year, driven by strong performance in online platforms and innovation in developing markets.
With Ursula now in its corner, Prosus adds another promising name to a portfolio that already includes Latin American standouts like iFood, Creditas, Facily, and Movile, underscoring its bet on the region’s role in shaping the next wave of global technology.
