Sable lands $45M for AI that runs live product demos

Sable has raised $45 million from Sequoia Capital and 8VC to build Aidan, an AI system designed to run live product demonstrations, answer customer questions in real time, and switch between languages during the same conversation. Fortune reported the funding exclusively on Wednesday.

The startup, which is less than a year old, says Aidan is built to replace more than chat support. Its pitch is broader: covering the full path from demo through onboarding. Instead of sitting as a website chat widget, Aidan appears in a shared browser window and actively navigates the product while a prospective buyer watches and clicks alongside it.

Sable says it trains the system on recordings of a company’s best sales calls, internal documentation, and marketing materials, creating what it calls a reusable brain for each customer. CEO Nim Ravid said that lets Aidan behave more like a human sales engineer than a scripted bot because it can see changes on the page and adjust its presentation mid-conversation.

Notion and Decagon are already using Aidan in production. Sable argues the system can absorb work typically split across four human roles:

• sales development
• demo specialist
• solutions engineer
• customer-success onboarding

The idea echoes BCG’s AI sales agent Jamie, which learns from a firm’s best and worst sellers, though Sable is focused on the customer-facing side rather than internal coaching. Sequoia partner Shaun Maguire said the demo “reminded me of what Stripe did for payments” after seeing Aidan switch between English, Mandarin, and Spanish during a walkthrough.

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Joe Lonsdale, co-founder of Palantir and founder of 8VC, is joining Maguire on Sable’s board. Angel investors include HubSpot co-founders Brian Halligan and Dharmesh Shah, Valor’s Antonio Gracias, and Cognition CEO Scott Wu.

The round lands as the agentic AI market — software that takes actions rather than only generating text — has reached roughly $9 billion to $10 billion globally in 2026, with forecasts of $57 billion by 2031, according to Mordor Intelligence and Coherent Market Insights. Sable fits squarely into Sequoia’s current focus on AI after the firm raised $7 billion for its largest-ever late-stage fund earlier this year.

Ravid has acknowledged the hardest part may be trust. Sable is asking enterprise customers to hand over a sales process long shaped by humans, even as concerns about job displacement, buyer skepticism, and competition from tools such as Notion’s own AI agents continue to hang over the category.