Unusual

Unusual helps brands understand how LLMs talk about them and provides tools to change those representations. It defines and aims to lead Brand Engineering, a field that measures LLMs' opinions of a brand and quantifies brand performance relative to peers. Its mission includes helping people control their own narrative rather than large AI companies. The company is led by cofounders Will Jack, CEO, and Keller Maloney, with Sarah Xu as Head of GTM, and the team includes alumni from MIT, Princeton, and SpaceX. Will Jack has been involved in NLP research since 2014 with experience at SpaceX and MIT and was the first to commercialize AI code generation in 2019 on HBO’s Silicon Valley, while Keller Maloney has built AI applications since 2019, graduating cum laude in Econometrics from Princeton and serving as a D1 All-American water polo captain. Sarah Xu has driven 10x growth at Circle Medical (YC W17) and built Ambience Healthcare’s GTM from pre-revenue, contributing to about $350M raised by Oak HC/FT, Kleiner Perkins, OAI, and a16z, and has designed growth engines at Google that scaled revenue 5–10x.