Alex Gunnarson (Onton)
Overview
Alex Gunnarson is a prominent figure in the e-commerce and AI technology sectors, known as the co-founder of the AI-driven commerce platform Onton. Onton, formerly called Deft, has emerged as a pioneering force in revolutionizing the online shopping experience through its innovative utilization of neurosymbolic AI, which combines the strengths of neural networks and symbolic AI to enhance product search and selection. Gunnarson, alongside his co-founder Zach Hudson, has successfully capitalized on the growing intersection of AI and consumer behavior, drawing attention for their ability to streamline and personalize the shopping process. Their efforts have positioned Onton as a formidable competitor in the e-commerce industry, particularly following a significant funding round in late 2025.
Recent Developments
Over the past two years, Onton has experienced substantial growth and transformation under Alex Gunnarson’s guidance:
- November 2025: Onton successfully raised $7.5 million in a funding round aimed at expanding its AI-powered shopping technology beyond furniture to include apparel and consumer electronics, as reported by TechCrunch and Forbes.
- Early 2025: The company rebranded from Deft to Onton to avoid confusion with its former name and to secure a more premium domain, according to Crunchbase.
- User Growth: Onton reported a dramatic increase in its user base, from 50,000 monthly active users to over 2 million, a reflection of its effective AI interfaces and robust recommendation systems.
- Technological Advancements: Onton introduced innovative features like the "Canvas" tool, enabling users to upload images and collections to define a "vibe" for their searches, enhancing the visual and emotional aspects of online shopping.
Personal Information
| Attribute | Information |
|---|---|
| Full Name | Alex Gunnarson |
| Born | Not publicly disclosed |
| Nationality | American |
| Occupation | Co-founder and CTO at Onton |
| Known For | Co-founding Onton, AI-driven e-commerce innovations |
| Net Worth | Not publicly disclosed |
| Education | Bachelor of Science in Computer Science from Brigham Young University |
Early Life and Education
Alex Gunnarson's journey into the tech world began with his education in computer science at Brigham Young University, from which he graduated with a Bachelor of Science degree. During his time at university, Gunnarson honed his skills and developed a keen interest in AI and e-commerce technologies. His background in computer science laid a solid foundation for his future entrepreneurial endeavors. After completing his education, Gunnarson ventured into various tech-related roles, gaining valuable experience that would later influence his approach to developing Onton's sophisticated AI systems. His journey was marked by a curiosity for solving complex shopping problems and improving user experiences, driving him towards co-founding Onton.
Career and Notable Achievements
Alex Gunnarson’s career is characterized by a series of strategic moves and accomplishments:
- Co-founding Deft (now Onton): Gunnarson was instrumental in establishing Deft in 2019 alongside Zach Hudson. The startup was born out of a shared frustration with the inefficiencies in online product searching.
- Capitalizing on AI: Gunnarson and Hudson introduced neurosymbolic AI to Onton’s platform, significantly improving the accuracy and relevance of product searches.
- Significant Funding: Under Gunnarson’s leadership, Onton managed multiple successful funding rounds, cumulating in the most recent $7.5 million raise aimed at scaling operations and expanding into new product categories.
- Innovation and Scalability: A major milestone for Onton was the scaling of its user base, reflecting the effectiveness of its AI strategies in attracting and retaining customers.
Current Work and Impact
At present, Alex Gunnarson remains deeply involved in steering Onton's strategic direction as a competitive online retail platform. His work focuses on leveraging AI to enhance consumer experiences and redefine how products are discovered and purchased online. Gunnarson's contributions have not only elevated Onton's status in the market but have also influenced broader industry trends towards more integrated and user-friendly shopping interfaces. His vision for Onton includes expanding its intelligent shopping capabilities into new categories, suggesting a potentially wide-reaching impact on consumer retail practices.
Conclusion
Alex Gunnarson's work at Onton underscores the transformative potential of AI in reshaping e-commerce. As both a visionary and an executor, Gunnarson has made significant strides in integrating advanced AI methodologies into online retail. His forward-thinking approach and dedication to improving consumer interactions highlight his enduring impact in the tech industry. Looking ahead, Gunnarson's initiatives continue to promise substantial contributions to the evolution of e-commerce, potentially influencing future technologies and consumer behaviors.