Abnormal AI (formerly Abnormal Security) uses behavioral AI to stop advanced email attacks and identity threats that legacy Secure Email Gateways miss. Its LinkedIn advertising is sharply competitive and incentive-driven — behavioral AI versus rules-based SEGs, backed by Osterman analyst research, an AI Phishing Coach product, and generous demo gifts (Amazon, Ray-Bans, AirPods, Uber Eats).
How Abnormal AI advertises: Abnormal runs one of the most aggressive competitive programs in security. It names the incumbent it replaces — the Secure Email Gateway — in the creative itself (“Your SEG can't see AI-powered threats. We can.,” “SEGs miss deepfakes, voice clones. Abnormal catches them.”) and pairs the claim with a hard demo incentive. The positioning line is consistent (“Trust behavior. Not rules.”), commissioned Osterman Research supplies third-party proof for its newer identity push, an AI Phishing Coach extends the platform into security training, and named reps run incentive-driven Message ads — all in a stark black-and-acid-green brand.
Abnormal's program is competitive-first single-image plus incentive Message ads, with gated Osterman research supporting its move from email into identity.
| Format | What Abnormal AI uses it for |
|---|---|
| Single image | Competitive positioning and incentive creatives in the black/green system |
| Message ad | Incentive-driven conversation ads from named reps (Ray-Bans, Uber Eats) |
| Gated research | Osterman Research reports for the identity-security push |
| Product | AI Phishing Coach and Identity Threat Protection creatives |
Live Abnormal AI creatives with their full ad copy (verbatim), format, theme and CTA.
"Rules can only catch what they already know to look for. Attackers know that, and they build for it. Behavioral AI learns what normal looks like instead, so the thing nobody has seen before still stands out."
"SEGs were built for spam and known malware. But they can't handle AI-powered attacks that adapt, personalize, and look legitimate. Abnormal was designed exactly for this. Request the demo and get $100 Amazon."
"Attackers use AI. Your SEG uses… hope? Abnormal analyzes behavior to catch deepfakes and perfect phishing your filters let through. Let's have a quick chat and free Ray-Bans are yours."
"IAM did its job. The credentials were valid, the session was legitimate, and nothing was flagged. Osterman Research sets out why governance, visibility and autonomous remediation now have to sit alongside identity and access management."
"We combine behavioral AI with the real attacks Abnormal stops to deliver automated security training, helping your people build better security habits and prepare for future attacks."
"Security teams are confident in their identity security, until they measure it. New Osterman Research reveals where the biggest visibility gaps are. It also shows what leading organizations do to close them."
Ad copy and creatives shown verbatim for commentary and analysis; they belong to Abnormal AI. Captured from the public LinkedIn Ad Library.
Abnormal puts “SEG” right in the creative — “Your SEG can't see AI-powered threats. We can.” Naming the category you're displacing makes the ad instantly relevant to anyone frustrated with their current tool.
$100 Amazon, free Ray-Bans, AirPods, Uber Eats — every demo ask carries a gift. For a busy security buyer, a concrete reward measurably lifts demo bookings, and Abnormal leans on it heavily.
Osterman Research reports give Abnormal independent, quotable data for its newer identity push — third-party research is more credible than self-claims when entering an adjacent category.
“Trust behavior. Not rules.” compresses the entire behavioral-AI thesis into four words. A crisp, repeatable line does a lot of the positioning work.
AI Phishing Coach and Identity Threat Protection show Abnormal expanding from email into training and identity — advertising the platform's expansion keeps existing buyers aware of new reasons to buy more.
We build LinkedIn and paid programs for high-consideration B2B and cybersecurity buyers — measured on pipeline, not impressions.
Book a free ad auditAbnormal runs an aggressively competitive, incentive-driven program: single-image ads that name the Secure Email Gateway it replaces (“Your SEG can't see AI-powered threats. We can.”), demo offers paired with gifts (Amazon, Ray-Bans, AirPods), Osterman Research gated reports for its identity push, and AI Phishing Coach product creatives — all in a black-and-acid-green brand.
That rules-based email security misses modern AI-powered attacks — deepfakes, voice clones, perfect phishing — and only behavioral AI that learns what normal looks like can catch them. “Trust behavior. Not rules.” is the throughline.
Security buyers are time-poor, so a concrete incentive (a $100 gift card, Ray-Bans, AirPods) raises the response rate on demo requests. Abnormal pairs nearly every demo ask with a gift, especially in its conversation Message ads.
Name the incumbent you displace, pair bold claims with a hard incentive to lift demo bookings, commission third-party research when entering a new category, hold one sharp positioning line, and advertise the platform's expansion to existing buyers.