First Concepts raises $1M to develop AI-native OS for creative work

London-based startup First Concepts, an AI-powered workspace for early-stage creative work, has raised $1 million in pre-seed funding less than nine months after its founding. The round was led by Arāya Ventures alongside Antler. Additional participants included industry leaders such as Jez Jowett (former Managing Partner at Havas), Nathan McDonald (founder of We Are Social), Sean Williams and Sam Winward (partners at UNKNOWN), and Hugo Rodger Brown (founder of YunoJuno).

Creative agencies often work on multiple pitches each month, investing significant time and resources in the process. However, much of this time is spent rebuilding context across fragmented tools and systems.

First Concepts aims to address this challenge by introducing an AI layer that sits above existing tools and coordinates leading AI models through a shared context and “taste” framework. This approach helps creative teams maintain consistency in ideas, brand identity, and decision-making throughout the pitching process.

Founded by Conor Hoey, Polina Sali, and Marin Godechot, who bring experience in design, AI, and product development, First Concepts has developed a system that brings context and creative judgment to the development of pitches.

The product is built around three core components: a Creative DNA engine that learns individual and brand preferences, a unified interface that treats context as the central source of information, and a tool-agnostic infrastructure that connects creative tools while maintaining coherence across outputs.

Explaining the company’s vision, Conor Hoey, co-founder and CEO of First Concepts, said:

First Concepts has a simple mission to transform creative context from something fragile and ephemeral into a structured, compounding asset. We are building an operating system that understands the value of creative thinking and taste. This will transform creative workflows for teams around the world.

The new funding will be used to further develop the company’s AI-native workspace for creative work.