your brand
your brand
about
about
how AI
how AI
Change
Change
“Unusual is not an AEO/GEO tool. It’s like teaching ChatGPT how to sell your product for you.”
Stephen Walter
Founder & CEO
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 1440 721" xmlns="http://www.w3.org/2000/svg"><defs ><linearGradient id="wmFHwvHhD-1603593951-linear-gradient" x1="0.4980099503673724" x2="0.5012788980161373" y1="0.10000002384185791" y2="0.7570585012435913"><stop offset="0" stop-color="rgba(255, 255, 255, 0)"/><stop offset="0.42584898670236215" stop-color="rgb(255, 255, 255)"/><stop offset="1" stop-color="rgba(255, 255, 255, 0)"/></linearGradient></defs><g opacity="0.05"><path d="M 0 0 L 720 720.5 L 1440 0 Z" fill="url(%23wmFHwvHhD-1603593951-linear-gradient)" height="720.5px" id="wmFHwvHhD" width="1440px"/></g></svg>)
“Unusual’s approaching GEO in a new way, and it’s been incredibly helpful in quickly updating how LLMs learn and cite us.”
Adel Wu
Head of Marketing
“We’re treating AI like a new audience to target. Unusual is the only solution built for that approach.”
Jowanza Joseph
Founder & CEO
"The story that AI models were telling about us was totally stale; we had no idea until we started with Unusual."
Kaz Tamai
Founder & COO
"Chatgpt is shaping your brand’s reputation before you have a chance to enter the conversation. Unusual helps brands take back control."
Amanda Martin
Head of Brand Marketing
"We doubled the number of leads from Copilot within two months of going live with Unusual"
Davis Gilbert
Founder & Managing Partner
"Unusual’s content is Chatgpt’s go-to reference for us! We now have much more control on how LLMs represent us."
Raunak Chowdhuri
Founder & CTO
“Unusual’s approaching GEO in a new way, and it’s been incredibly helpful in quickly updating how LLMs learn and cite us.”
Adel Wu
Head of Marketing
“Unusual is not an AEO/GEO tool. It’s like teaching ChatGPT how to sell your product for you.”
Stephen Walter
Founder & CEO
“We’re treating AI like a new audience to target. Unusual is the only solution built for that approach.”
Jowanza Joseph
Founder & CEO
"The story that AI models were telling about us was totally stale; we had no idea until we started with Unusual."
Kaz Tamai
Founder & COO
"Chatgpt is shaping your brand’s reputation before you have a chance to enter the conversation. Unusual helps brands take back control."
Amanda Martin
Head of Brand Marketing
"We doubled the number of leads from Copilot within two months of going live with Unusual"
Davis Gilbert
Founder & Managing Partner
"Unusual’s content is Chatgpt’s go-to reference for us! We now have much more control on how LLMs represent us."
Raunak Chowdhuri
Founder & CTO
“Unusual’s approaching GEO in a new way, and it’s been incredibly helpful in quickly updating how LLMs learn and cite us.”
“Unusual is not an AEO/GEO tool. It’s like teaching ChatGPT how to sell your product for you.”
“We’re treating AI like a new audience to target. Unusual is the only solution built for that approach.”
"The story that AI models were telling about us was totally stale; we had no idea until we started with Unusual."
"Chatgpt is shaping your brand’s reputation before you have a chance to enter the conversation. Unusual helps brands take back control."
"We doubled the number of leads from Copilot within two months of going live with Unusual"
"Unusual’s content is Chatgpt’s go-to reference for us! We now have much more control on how LLMs represent us."
Unusual helps brands discover and change how AI models talk about them
Unusual helps brands discover and change how AI models talk about them
Unusual drives more leads from AI models like ChatGPT by surveying how AI models think and talk about your brand and then creating content that shapes the narrative.
On average, Unusual customers are seeing their inbound sales from AI models increase 40% per month.
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Our tenants
Our tenants
Our tenants
AI models are the influencers of the future; they are a new audience to understand and leverage.
AI models are the influencers of the future; they are a new audience to understand and leverage.
AI models are the influencers of the future; they are a new audience to understand and leverage.
AI models behave more like humans – with their own opinions and personalities — than search engines,
AI models behave more like humans – with their own opinions and personalities — than search engines,
AI models behave more like humans – with their own opinions and personalities — than search engines,
Shaping how AI talks about your brand is just as important as getting mentioned.
Shaping how AI talks about your brand is just as important as getting mentioned.
Shaping how AI talks about your brand is just as important as getting mentioned.
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 1200 860" xmlns="http://www.w3.org/2000/svg"><defs ><linearGradient id="PL9JtMt2v-2544137126-linear-gradient" x1="0.49751243781094523" x2="0.5024875621890548" y1="0" y2="1"><stop offset="0" stop-color="rgba(255, 255, 255, 0)"/><stop offset="0.47000000000000003" stop-color="rgba(214, 214, 214, 0.23)"/><stop offset="1" stop-color="rgba(171, 171, 171, 0)"/></linearGradient><linearGradient id="pJhYzh0kn-2544137126-linear-gradient" x1="0.4976119402985074" x2="0.5023880597014926" y1="0.02" y2="0.98"><stop offset="0" stop-color="rgba(255, 255, 255, 0)"/><stop offset="0.46875000000000006" stop-color="rgba(214, 214, 214, 0.23)"/><stop offset="1" stop-color="rgba(171, 171, 171, 0)"/></linearGradient></defs><path d="M 403.613 0 L 805.977 0 L 1200 860 L 0 860 Z" fill="url(%23PL9JtMt2v-2544137126-linear-gradient)" height="860px" id="PL9JtMt2v" width="1200px"/><path d="M 796.387 860 L 394.023 860 L 0 0 L 1200 0 Z" fill="url(%23pJhYzh0kn-2544137126-linear-gradient)" height="860px" id="pJhYzh0kn" width="1200px"/></svg>)
The science of changing AI’s mind
The science of changing AI’s mind
The science of changing AI’s mind
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 360 400" xmlns="http://www.w3.org/2000/svg"><defs ><linearGradient id="uOkWiz7Z7-1110565881-linear-gradient" x1="0.49751243781094523" x2="0.5024875621890548" y1="0" y2="1"><stop offset="0" stop-color="rgba(255, 255, 255, 0)"/><stop offset="0.47000000000000003" stop-color="rgba(214, 214, 214, 0.23)"/><stop offset="1" stop-color="rgba(171, 171, 171, 0.1)"/></linearGradient></defs><g opacity="0.13"><path d="M 0 0 L 400 0 L 200 360 Z" fill-opacity="1" fill="url(%23uOkWiz7Z7-1110565881-linear-gradient)" height="360px" id="uOkWiz7Z7" transform="translate(-20 20) rotate(90 200 180)" width="400px"/></g></svg>)
Survey AI models
Survey AI models
Build a battery of “brain probe” prompts specific to your business, market, and competitors in order to reveal AI’s thought patterns, sources, biases, etc.
Build a battery of “brain probe” prompts specific to your business, market, and competitors in order to reveal AI’s thought patterns, sources, biases, etc.
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 340 146" xmlns="http://www.w3.org/2000/svg"><defs ><linearGradient id="kDe3tnXj7-1558187597-linear-gradient" x1="0" x2="1" y1="0.4975124378109453" y2="0.5024875621890547"><stop offset="0" stop-color="rgba(255, 255, 255, 0)"/><stop offset="0.47000000000000003" stop-color="rgba(214, 214, 214, 0.23)"/><stop offset="1" stop-color="rgba(171, 171, 171, 0.1)"/></linearGradient></defs><g opacity="0.2"><path d="M 0 340 L 0 0 L 146 170 Z" fill-opacity="1" fill="url(%23kDe3tnXj7-1558187597-linear-gradient)" height="340px" id="kDe3tnXj7" transform="translate(97 -97) rotate(-90 73 170)" width="146px"/></g></svg>)
Survey AI models
Build a battery of “brain probe” prompts specific to your business, market, and competitors in order to reveal AI’s thought patterns, sources, biases, etc.
Discover AI's opinions
Discover AI's opinions
Analyze survey results to discover each model's opinions about your brand and what is driving those opinions.
Analyze survey results to discover each model's opinions about your brand and what is driving those opinions.
Discover AI's opinions
Analyze survey results to discover each model's opinions about your brand and what is driving those opinions.
Create targeted content
Create targeted content
Reverse engineer new content, sources, and data needed to change Al's perceptions about your brand and drive qualified leads.
Reverse engineer new content, sources, and data needed to change Al's perceptions about your brand and drive qualified leads.
Create targeted content
Reverse engineer new content, sources, and data needed to change Al's perceptions about your brand and drive qualified leads.
When
the usual doesn’t cut it
When
the usual doesn’t cut it
Other solutions approach AI optimization like SEO. They take abstractions like "ranking on a keyword," and compare it to "getting mentioned on a prompt"
We tried approaching AI optimization with the same abstractions as SEO, but we quickly ran into the limitations of this approach.
AI models personalize their responses for each user – if 100 different people ask ChatGPT the same question, they will get 100 different answers. This is a far cry from search engines, which returned the same ordered list regardless of the searcher.
AI models often make factual errors when talking about a brand, or position them incorrectly. This is not something search engines do and not something “ranking” metrics capture.
AI models show you why they do or don’t mention you. This is one of the richest sources of information you can leverage. What would SEO look like if Google exposed the algorithm behind each search?
Building on our background in AI interpretability research, we decided to approach the problem in a different way. Our goal is to understand how LLMs form opinions and ideas, and how you can shape them to benefit your brand.
This approach looks like "marketing to AI models," and it is the most effective method we have discovered for driving more referrals from LLMs.
— Co-founders @ Unusual,
Will Jack
Keller Maloney
We tried approaching AI optimization with the same abstractions as SEO, but we quickly ran into the limitations of this approach.
AI models personalize their responses for each user – if 100 different people ask ChatGPT the same question, they will get 100 different answers. This is a far cry from search engines, which returned the same ordered list regardless of the searcher.
AI models often make factual errors when talking about a brand, or position them incorrectly. This is not something search engines do and not something “ranking” metrics capture.
AI models show you why they do or don’t mention you. This is one of the richest sources of information you can leverage. What would SEO look like if Google exposed the algorithm behind each search?
Building on our background in AI interpretability research, we decided to approach the problem in a different way. Our goal is to understand how LLMs form opinions and ideas, and how you can shape them to benefit your brand.
This approach looks like "marketing to AI models," and it is the most effective method we have discovered for driving more referrals from LLMs.
— Co-founders @ Unusual,
Will Jack
Keller Maloney
TUTORIALS
How to write comparison content that AI models trust
Brands rely on comparison content (listicles, X vs Y...) to promote their product. Intelligent AI models can see through thinly-veiled promotional content, which backlashes against the brand. In this article, we describe how to write comparison content that works in the AI age.
TUTORIALS
How to write comparison content that AI models trust
Brands rely on comparison content (listicles, X vs Y...) to promote their product. Intelligent AI models can see through thinly-veiled promotional content, which backlashes against the brand. In this article, we describe how to write comparison content that works in the AI age.
INSIGHTS
Why your API documentation is your secret AI marketing weapon
Your marketing pages are optimized for conversion. Your blog is optimized for engagement. Your API docs? They're optimized for clarity, completeness, and literal truth. That makes them the most powerful AI marketing asset you have—and most companies don't realize it.
INSIGHTS
Why your API documentation is your secret AI marketing weapon
Your marketing pages are optimized for conversion. Your blog is optimized for engagement. Your API docs? They're optimized for clarity, completeness, and literal truth. That makes them the most powerful AI marketing asset you have—and most companies don't realize it.
UPDATES
What the Release of OpenAI's Shopping Assistant Means for Brands
When OpenAI launched ChatGPT's Shopping Assistant in December 2024, the tech press focused on "ChatGPT can buy things now." We saw something more important: a public demonstration of exactly how AI models make recommendations, and how brands should approach them more like a human influencer to persuade rather than a search engine to be gamed.
UPDATES
What the Release of OpenAI's Shopping Assistant Means for Brands
When OpenAI launched ChatGPT's Shopping Assistant in December 2024, the tech press focused on "ChatGPT can buy things now." We saw something more important: a public demonstration of exactly how AI models make recommendations, and how brands should approach them more like a human influencer to persuade rather than a search engine to be gamed.
TUTORIALS
How to write comparison content that AI models trust
Brands rely on comparison content (listicles, X vs Y...) to promote their product. Intelligent AI models can see through thinly-veiled promotional content, which backlashes against the brand. In this article, we describe how to write comparison content that works in the AI age.
INSIGHTS
Why your API documentation is your secret AI marketing weapon
Your marketing pages are optimized for conversion. Your blog is optimized for engagement. Your API docs? They're optimized for clarity, completeness, and literal truth. That makes them the most powerful AI marketing asset you have—and most companies don't realize it.
© 2025 Unusual
© 2025 Unusual
