Unusual is Helping Brands Change How AI Talks About Them

Unusual, surveys AI models to discover how they see your brand, and then creates content to shape their view, led by Will Jack and Keller Maloney, has secured $3.6 million seed round, led by BoxGroup, Long Journey Ventures, Y Combinator, Instacart co-founder Max Mullen, and Phosphor Capital.

AI models now influence a significant share of buying decisions, yet most brands have little insight into how these systems describe them, or how to correct inaccuracies. Gartner estimates that AI informs 50% of all purchases and up to 90% of B2B decisions, with AI-generated summaries increasingly shaping search results.

Because companies cannot control these outputs, misrepresentation is common. Reducto, for example, was routinely characterized by AI as a tool for startups despite working with Fortune 10 enterprises, limiting its visibility to enterprise buyers.

Such gaps are widespread, making it critical for brands to understand how AI models portray them and how those perceptions can be shaped.

Unusual is an AI marketing platform focused on two priorities: improving visibility in AI-generated answers (AEO/GEO) and ensuring brand alignment so models describe a company accurately. AI systems often form their own views, enterprise vs. startup, premium vs. budget, which directly affect recommendations.

Customers typically see AI-driven inbound growth of about 40% per month. The platform supports brands such as Monarch Money, Reducto, and Popl, and partners with agencies like Axia PR and Meerkat Media to deliver AI marketing services.

Unusual surveys AI models the way brands survey customers, asking hundreds of targeted questions to gauge visibility and identify how models form opinions, such as whether a brand appears more suited to startups or enterprises, how it compares to competitors, and what tradeoffs are mentioned.

Based on these insights, Unusual produces and deploys content that provides AI systems with accurate, specific information, improving both recognition and representation. This content is hosted on AI-optimized subdomains designed for reliable crawling and citation.

The platform then tracks how model perceptions evolve over time and updates content to maintain alignment.