The startup says its Aiden “employee” can run live product demos, answer questions in multiple languages and support onboarding as agentic AI expands into a multibillion-dollar market.
Sable, a startup less than a year old, has raised $45 million from Sequoia Capital and 8VC to build Aiden, an AI “employee” designed to live on a company’s website and handle product demos, buyer questions and onboarding. Fortune reported the financing exclusively. Angel backers include Valor’s Antonio Gracias, HubSpot cofounders Brian Halligan and Dharmesh Shah, and Cognition CEO Scott Wu. The product is aimed at a broader shift toward agentic AI (software that can take actions on a computer), rather than simple chat interfaces. Sable says Aiden appears in a shared online window that resembles a laptop, operates the product while a buyer watches and clicks, and can respond in real time as the page changes. The system is trained on recordings of a customer’s best sales calls, internal documentation and marketing materials to create a reusable “brain” for demos, onboarding and international rollouts. Early customers include Notion and Decagon, where Aiden is running in production. Sequoia partner Shaun Maguire said a demo in which the AI sales rep switched between English, Mandarin and Spanish mid-conversation changed his view of the company, saying it “reminded me of what Stripe did for payments.” Chief executive Nim Ravid frames the product as an effort to make AI tools feel more human. The Israeli founder said he has spent years thinking about “how to make these models more human,” a perspective shaped in part by losing friends at the Nova music festival on October 7 and later helping build cross-community dialogue groups at Harvard while working on efforts to reduce polarization on campus. The backdrop is a fast-growing market for agentic AI, estimated at roughly $9 to $10 billion globally in 2026, with forecasts as high as $57 billion by 2031 as companies automate more customer-facing work. Sable says Aiden can absorb tasks spanning sales development, demo delivery, solutions engineering and customer-success onboarding, though trust, job displacement and competition from larger players remain hurdles.