Hue, the AI-powered SaaS platform that powers the end-to-end infrastructure for authentic user-generated video content that converts on e-commerce, closed $4.5M in seed funding.WHO: Hue was Launched in 2022 by Janvi Shah, Nicole Clay and Sylvan Guo, MBA classmates at Harvard Business School. The AI-powered SaaS platform powers the end-to-end infrastructure for authentic user-generated video content that converts on e-commerce. The platform has 45 brand and retail clients, including Credo, Thirteen Lune, Tatcha, Make Beauty, Lawless Beauty, Surratt Beauty, and Good Weird. Ninety-six percent of its clients are in the makeup, skincare, haircare, bodycare, and wellness categories. These clients tap its community of over 2,000 content creators to populate their sites and feeds with video, photo, and written content. The company typically vets creators based on video testimonials' audio and visual quality and grants brands and retailers full licensing rights on the content it sources in perpetuity.WHY: The funding will propel Hue's growth in beauty and apparel as well as new partnerships in footwear and accessories, with two footwear pilots already underway.IN THEIR OWN WORDS: Hue CEO and co-founder Shah, formerly a product manager at Google, said in a statement, “Thanks to TikTok, user-generated video content has transformed how customers shop online. Yet, e-commerce sites typically lack this type of authentic video content, resulting in poor conversion. With more than 20% of all retail purchases expected to take place online this year and the e-commerce market expected to total over $8.