Dynamic Yield, a personalization software startup, announced Wednesday that it has raised $32 million in a Series D funding round led by Tel Aviv-based Viola Growth, with participation from Israel-based Union Tech Ventures.

This round, which brings the company’s total funding to $77 million, will go toward building out its platform on artificial intelligence to enable what the company calls “individualized experiences beyond [the] web.”

Eleanna Smpokou, senior product performance manager at HelloFresh, believes the key is experimenting with the direct relationship between the brand and potential and existing customers.

The window of opportunity to attract consumer’s attention continues to narrow, and now requires targeted, personalized messages using data from many difference channels. The results create one-on-one interactions between the brand and consumer on kiosks, call centers, point-of-sale systems and other types of devices that connect to the internet.

The platform customizes experiences for more than 600 million users monthly for its more than 200 brands such as Anthropologie, Sephora, IKEA, Urban Outfitters, PacSun, Stich Fix, and Yeti.

The funding round also will help the company build out its partner network to integrate with companies and platforms like Salesforce Commerce and Marketing Clouds, which allows mutual clients to sync and personalize all points along the customer journey.

Dynamic Yield CEO Liad Agmon and CTO Omri Mendellevich founded the company in 2011, with the idea to pull in data from all types of media. Today the technology enables companies to run and test personalized recommendation and behavioral messages.