Swag has a long and patchy history in the world of business. For every hip pair of plaid socks, there are five t-shirts you may never wear, an itchy scarf, a notepad your kids might use, and an ugly mug; and most of all, likely thousands of dollars and lots of time invested to make those presents a reality. Now, a startup that has built a service to rethink the concept behind corporate gifts and make them more effective is today announcing a round of funding to continue expanding its business -- and one sign that it may be on to something is its progress so far. Alyce, a Boston startup that has built an AI platform that plugs into various other apps that you might use to interact and track your relationships with others in your working life -- sales prospects, business partners, colleagues -- and then uses the information to personalise gift recommendations for those people, has raised $30 million, a Series B that it will be using to continue building out its platform, signing up more users, and hiring more people for its team. This round is being led by General Catalyst, with Boston Seed Capital, Golden Ventures, Manifest, Morningside and Victress Captial -- all previous backers -- also participating.