San Francisco-based startup Unusual has raised $3.6 million in funding to transform the way artificial intelligence represents brands online. The round was led by BoxGroup, Long Journey Ventures, Y Combinator, Max Mullen, co-founder of Instacart, and Phosphor Capital. The company plans to use the capital to expand its team and further develop its AI optimization platform for businesses.
Founding and Mission
Unusual was co-founded by Will Jack and Keller Maloney, both seasoned AI specialists with backgrounds in research and applications for leading companies. Jack, a second-time founder and MIT alumnus, has been working in AI since 2014 and has experience at SpaceX. Maloney has applied AI solutions for firms such as Gatsby and 8VC since 2019, and together they aim to help brands take control of how AI models discuss their products and services.
AI Brand Optimization
Unusual’s platform allows businesses to improve their visibility and alignment within AI systems, an approach sometimes called answer or generative engine optimization (AEO/GEO). Beyond visibility, Unusual focuses on AI Brand Alignment, ensuring AI models describe brands in ways that reflect how companies portray themselves. “ChatGPT is quickly becoming an influencer for many buying decisions, but it often misrepresents products,” said Jack, highlighting the growing need for this service.
How It Works
The platform surveys AI models similarly to how companies might survey customers, asking hundreds of targeted questions about brand perception. The results are analyzed to identify patterns and gaps in AI understanding, and the platform then generates content designed to correct or enhance the AI’s representation. This approach allows companies to proactively shape how AI systems discuss their offerings across multiple contexts.
Case Study: Reducto
One example of Unusual’s impact is Reducto, whose AI perception initially painted it as a high-quality but niche solution for startups rather than large enterprises. Using Unusual’s platform, Reducto improved its enterprise-readiness score from 18/100 to 54/100 in just three months. Founder Raunak Chowdhuri noted that the company now has greater control over AI narratives, helping ensure potential clients see them as capable of serving major enterprise customers.
Differentiation from Competitors
Unlike other providers that treat AI systems like search engines, Unusual approaches them as influential entities shaping buying decisions. Jack explained that AI platforms compress the entire buyer journey—from discovery to selection—into single conversations, demanding a more holistic strategy than traditional AEO or GEO methods. Investors, including Kulveer Taggar of Phosphor Capital, praised Unusual for applying a first-principles methodology and positioning brands effectively within AI-driven ecosystems.
Growth and Outlook
Unusual is already working with a range of companies, including Monarch, Reducto, Axia PR, and Popl, to refine how AI perceives their products. The recent funding round will enable the startup to scale its operations and bring its tools to more businesses navigating AI’s expanding influence. As AI continues to play a central role in consumer decision-making, solutions like Unusual’s are becoming increasingly critical for brand management.
By helping brands control their AI representation, Unusual is redefining the intersection of marketing and artificial intelligence. Its innovative platform provides both insights and actionable strategies to ensure companies are accurately represented in AI-driven conversations. With $3.6 million in new funding, Unusual is poised to expand its impact and shape the future of AI-brand interactions.