Unusual, an AI-focused startup, raised $3.6 million in seed funding to help companies influence how large language models describe their products and services. Backers include BoxGroup, Long Journey Ventures, Y Combinator, Instacart co-founder Max Mullen, and Phosphor Capital.
The San Francisco based company builds tools that survey AI outputs to understand brand perception and then generates content designed to shift how AI systems characterize a brand. Unusual’s platform goes beyond traditional optimization tactics by treating AI systems as influential recommenders shaping discovery, evaluation, and selection in a single interaction. Early clients include Monarch, Reducto, Axia PR, and Popl, with case studies showing improved AI perception scores.
The funding will support hiring and further development of its AI brand alignment technology as businesses seek more control over how chatbots and other AI describe their offerings.
