
From College Counselor to Shark Tank: How ESAI Made It to the Tank
ESAI founder Julia Dixon enters the tank... Will the Sharks bite?
As anyone who’s ever started a business can probably relate to, “You should go on Shark Tank” is something I heard a lot as an early-stage founder. But I always thought, No way. We’re too technical. We’re too early. How would I even demo it?

Turns out... I was wrong.
It was actually my roommate who finally pushed me to audition. We used to binge hours of Shark Tank in our college house (usually with takeout and a glass of wine) and she reminded me just how full-circle it would be to pitch ESAI, the AI-powered college app tool I built, on the show we grew up watching.

So I went for it. Luckily, the in-person audition was happening just down the street at the Javits Center in Manhattan. I got up at the crack of dawn on a rainy Friday morning and waited in line with hundreds of other hopefuls — people building everything from electric wagons to protein powder scoopers, extra-long gardening gloves to cookie businesses. I was genuinely blown away by the creativity and scrappiness in that room.
It was fun, but I also felt a little silly. Did I really belong here? ESAI isn’t a gadget. It’s not a snack. It’s a platform that helps students tell better stories and get into college — using AI. A lot harder to demo than a spicy salsa or a foldable kayak.

But thank goodness I went.
In my one-minute pitch to the casting director, I just spoke from the heart. I told her that every student deserves to put their best story forward for college, not just the ones who can afford a private advisor. I talked about my time as a college counselor, and how frustrating it was to see wealth and access determine outcomes. I could see her eyes light up — but even then, I figured I’d never hear back.

I was wrong again.
Somehow, ESAI — a scrappy startup using ethical AI to tackle college admissions — made it all the way to Shark Tank. It still feels completely surreal.
What happens next? Do the Sharks understand the growing pressure around college admissions? Do they believe that AI could help solve it? Do I make a total fool of myself, or walk away with funding to help millions more students chase their dreams?

You’ll have to tune in to find out.
Watch ESAI on ABC’s Shark Tank — May 9th at 8pm ET.