Chosen by AI. Loved by humans.

Underscore was founded in 2024 by Zhiliang, drawing on years of UX, design, and Webflow development experience across fintech startups and multinational corporations.

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More recently, a shift has become impossible to ignore. AI tools like ChatGPT and Perplexity are changing how people discover and evaluate businesses. Brands that invested heavily in traditional search are finding themselves invisible in these new spaces.

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We believe this moment calls for a different kind of approach. One rooted in infrastructure, not just content. One that treats AI legibility and human usefulness as inseparable.

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We work primarily with SME business owners who sense this shift happening. They see competitors being cited by AI tools while their own brand quietly disappears. They know something needs to change. What they often lack is a clear, trustworthy path forward.

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That's where we come in. We take an infrastructure-first approach to AEO, focusing on how AI systems crawl, interpret, and represent brands. The goal is accurate visibility at the moments when decisions are being made.

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We hold a simple view: good outcomes only happen when a site works for both AI and the people it serves. No page farms. No content fluff. Build toward what works, then double down.

We're always looking for new talents to bring their energy and imagination to our team. Even if you don't see a role that fits, if you're excited to explore new terrain at the forefront of website innovation with us, get in touch - careers@madebyunderscore.com