Group update

Ursula is creating a new infrastructure layer for emotionally aware, AI-native characters — blending symbolic AI, memory, and narrative design to power lifelike digital beings.

Prosus Ventures has announced its investment in Ursula, a Brazilian startup pioneering emotionally intelligent AI characters designed to feel truly alive. Ursula raised R$20 million (~$4 million USD) in a round led by Village Global, Prosus Ventures, and Worldbuild.VC, with support from Betaworks, Norte Ventures, and other prominent angels.

Founded by an Emmy-winning team with backgrounds at Pixar, Unity, Blizzard, and Google, Ursula is building a new category of emotionally intelligent, AI-native beings that can evolve, remember, and respond with emotional nuance. Their characters are designed not just to react, but to reason, feel, and form relationships—opening up new possibilities in digital storytelling, games, entertainment, and beyond.

Building the infrastructure for emotionally intelligent characters

Ursula’s proprietary “Artificial Life Engine” combines large language models (LLMs), symbolic AI, and long-term memory to create autonomous characters capable of evolving personalities. These aren’t traditional avatars or chatbots—they’re characters that remember previous interactions, form emotional bonds with users, and change over time. The company’s mobile proof-of-concept has shown strong early traction, with a majority of users returning to interact again, reflecting the powerful sense of connection these characters foster.

As global demand for AI-driven content surges, Ursula is positioning itself as a foundational infrastructure provider for emotionally aware characters—whether for original IP or third-party franchises. The company is already in early discussions with several global IP holders and intends to license its platform in the future.

Why we invested

At Prosus Ventures, we believe AI will reshape how people interact with technology—and that emotional intelligence is the next frontier in this transformation. Ursula’s founding team brings together world-class creative and technical talent, with a vision that marries the richness of character-driven storytelling with deep tech.

Thiago Viana, Senior Director at iFood and Head of Prosus Ventures Latin America, said: “The investment in Ursula reflects our focus in Brazil and Latin America, backing those who are anticipating the future, transforming the present, and reshaping how we interact with technology,” said Thiago Viana, Senior Director at iFood and Head of Prosus Ventures Latin America. “ One of our core investment strategies is supporting those startups that are disrupting the market through artificial intelligence. Ursula is a standout example: they’re not only pushing the boundaries of AI but doing so with a uniquely creative vision that’s rooted in Brazil and relevant to the world. We’re proud to support Pedro and the team in their road ahead.”

Pedro Lucca, Co-Founder and CEO of Ursula said: “We’re thrilled to partner with investors who see both the value and long-term opportunity in building at the intersection of creativity and deep tech,” said Pedro Lucca, co-founder and CEO of Ursula. “Our vision is to bring truly lifelike characters into the world—enabling people to connect, emote, and interact with them in deeply human ways across digital environments.”

Latin America remains a high-potential region for AI innovation—but one still undercapitalized in deep tech. Ursula is an example of what’s possible when local creativity and technical depth meet global ambition. As Brazil’s startup ecosystem continues to evolve, companies like Ursula raise the bar for what’s possible from the region.

This investment deepens Prosus’ commitment to Latin America, a region we’ve long seen as fertile ground for bold innovation. We are one of the earliest and largest backers of iFood, Brazil’s leading food delivery platform, and have supported standout companies like Creditas, Facily, and Movile, helping to scale them from local leaders to global recognition.

About Ursula

Ursula is a Brazilian deep tech company pioneering emotionally intelligent, AI-native characters designed to feel truly alive. Founded by an Emmy Award-winning team with backgrounds at Pixar, Unity, Blizzard, and Google, Ursula combines symbolic AI, large language models, and long-term memory to create autonomous digital beings that evolve, interact, and connect with users in deeply human ways. Backed by Village Global, Prosus Ventures, Betaworks, and Norte Ventures, Ursula is building the foundational infrastructure for emotionally aware characters across entertainment, education, and digital commerce. The company’s long-term vision is to power a new era of Artificial Life—where characters live, learn, and grow across any screen. Join the waitlist: www.ursula.ai/waitlist.