Sable, a startup founded less than a year ago, announced a $45 million Series A on July 16 co-led by Sequoia Capital and 8VC — with Sequoia's Shaun Maguire and 8VC's Joe Lonsdale both taking board seats — to scale an AI "employee" that does the one sales job software has never automated well: the live demo.
Meet Aidan
Sable's product, called Aidan, embeds on a company's website and does not merely chat about the product — it drives it, clicking and navigating the actual software in a browser while prospects watch. It leads live product experiences, answers complex questions in real time and works in English, Mandarin and Spanish, all while measuring engagement and surfacing insights from every interaction. The company frames Aidan as covering the full pre-sales journey: qualification, product demonstration, sales-engineering support and onboarding.
Already in production
The traction is what pulled the round together. Notion and Decagon have Aidan in production, alongside unnamed large public companies — customer-facing deployment, not pilots, within the startup's first year. Founders Nim Ravid (CEO), Leon Chen, Linda He and Itamar Rocha did not disclose a valuation.
The Stripe comparison
Maguire reached for a specific benchmark, saying the demo "reminded me of what Stripe did for payments" — infrastructure that abstracts an entire messy function behind a clean interface. The round's participant list stacks operators who know the category: BoxGroup, SV Angel, the Valor Atreides AI Fund, HubSpot co-founders Brian Halligan and Dharmesh Shah, and Cognition CEO Scott Wu.
The category
Sable lands in the fastest-consolidating corner of applied AI: agents for revenue teams. The differentiation claim is embodiment in the product itself — an agent that demonstrates software by using it is harder to commoditize than a chatbot wrapping a knowledge base, and harder still to fake in a sales cycle where the demo is the product.