Different

Different Labs, Inc. makes Different, an AI system that runs demand generation for business-to-business marketing teams. It was founded by Ajeet Singh, previously a co-founder of Nutanix and ThoughtSpot, and came out of stealth in October 2026 after refining the product with early customers for a year.

What the product does

Different works through a division of labour between the marketer and the system. Marketers set business goals, and the system proposes target accounts, segments, personas and messaging angles for approval. Marketers set budget and brand boundaries, and the system keeps every asset and every dollar inside them. Marketers approve campaigns, and the system builds ads, emails and landing pages personalised by account, persona and industry, then launches them across channels. It then tracks which messages work for which audiences and channels and recommends changes to budgets, messaging and offers.

The company says the system keeps shared memory of preferences and results by channel, persona, industry and segment, has two-way integrations with advertising platforms, email tools and CRM systems, handles failures such as rejected ads or budgets spending too fast, and runs evaluations before any change ships.

Who it serves

Different is aimed at lean B2B marketing teams that want to run more programmes without building a large department. Early customers named by the company include Descope, where it says two marketers run up to seven programmes across LinkedIn, email and landing pages, and Motif, whose three-person team went from one campaign at a time to more than a dozen.

Key facts

Legal name: Different Labs, Inc. Offices: San Francisco and Bangalore (hiring locations on its site) Founder and chief executive: Ajeet Singh; also building it are Abhishek Pani and Abhinav Yajurvedi Funding: $48 million announced 20 October 2026, led by General Catalyst, with Lightspeed Venture Partners