Sable raises $45M for AI sales agent that demos products live

Sable lands $45 million for AI that runs product demos

A less-than-year-old startup has raised $45 million to build an AI sales representative that can walk potential customers through software products in real time—and switch between English, Mandarin, and Spanish mid-conversation.

Sable, founded by Israeli entrepreneur Nim Ravid, secured the Series A from Sequoia Capital and 8VC, with participation from angel investors including Valor's Antonio Gracias, HubSpot cofounders Brian Halligan and Dharmesh Shah, and Cognition CEO Scott Wu, Fortune reported.

The company's product, an AI agent named Aiden, lives on a company's website and conducts live product demonstrations. Unlike traditional chatbots confined to a corner widget, Aiden appears in a shared window that resembles a laptop screen, actively navigating the product while the prospect watches and interacts. The AI can detect changes on the page and interject with relevant information—behavior Ravid describes as closer to a skilled human sales engineer than a scripted bot.

How Sable trains its AI employee

Sable builds Aiden's knowledge base by ingesting recordings of a customer's best sales calls, internal documentation, and marketing materials. This creates what the company calls a reusable "brain" that can power demos, customer onboarding, and international expansion without requiring fresh training for each use case.

The approach has already attracted early production customers including Notion, the workspace platform, and Decagon, an AI customer-service startup.

Sequoia partner Shaun Maguire told Fortune the multilingual demo was the moment that convinced him to invest. He compared the experience to Stripe's impact on payments processing.

Why it matters

Sable enters a rapidly expanding market for agentic AI—software that doesn't just respond to queries but takes actions on computers. That segment has grown to roughly $9 to $10 billion globally in 2026, with projections reaching $57 billion by 2031 as companies automate more customer-facing work. Sequoia partner Julien Bek has argued that "services are the new software" and that the next trillion-dollar company will sell outcomes rather than tools.

Ravid positions Aiden as a replacement for four human roles simultaneously: sales development representative, demo specialist, solutions engineer, and customer-success onboarding specialist. He frames this as giving buyers access to a patient expert on demand while allowing human employees to manage fleets of AI agents instead of repeating the same explanatory calls.

Obstacles ahead

The startup faces significant headwinds. Trust remains a barrier, particularly among buyers who have endured what Ravid calls "shitty chatbot experiences." Job displacement concerns are real when a product explicitly targets four human roles. And Sable will compete against platform giants like Notion, which is building its own AI agent ecosystem.

Ravid brings an unusual background to the challenge. He lost friends at the Nova music festival on October 7 and later helped establish cross-community dialogue groups at Harvard while working on efforts to reduce polarization on campus. He says he has spent years thinking about "how to make these models more human."

Fortune first reported the funding details.