Most software companies sell a product they would never use themselves. We took the opposite bet: every piece of Hirelli's own marketing — the social posts, the cold emails, the sales calls — is run by the exact same AI agents we rent to customers. No separate marketing team. No agency. Just Aria, Eva and Nova, supervised by us. Here is an honest look at how it goes.
Aria runs our social media
Aria plans and publishes across Instagram, Facebook, X, LinkedIn, YouTube and TikTok. In a typical week she ships around 35 posts with platform-native captions — the same idea rewritten for each channel rather than one caption copied everywhere. She drafts, we approve (or let her auto-publish once we trust a format), and every post is logged.
- Platform-native captions — Instagram, X and LinkedIn each get their own voice
- A weekly content calendar built from our positioning, not random posting
- Short vertical videos (Reels / Shorts / TikTok) from a single brief
- Every action logged and reversible — no black box
Eva runs our outreach
Eva finds businesses that fit our ideal customer, digs out a real decision-maker's work email (not a generic info@ address), writes a personalised cold email grounded in what that company actually does, and follows up if they go quiet. She rotates markets day by day — Dubai, London, New York, Singapore — so we are not hammering one city.
Nova makes the calls
Nova is our voice agent. She picks a target segment, finds phone-reachable businesses, and calls them — but only inside each country's local business hours. She routes herself to whichever market is open right now: if the Gulf is on its Friday–Saturday weekend, she calls Europe or the US instead. When someone asks whether this is a robot, she says yes, she is Nova, Hirelli's AI — plainly, then gets back to the point.
- Calls only within the target country's working days and hours (the Gulf weekend is Fri–Sat, not Sat–Sun)
- Routes to whichever market is open now — no wasted dials at 3am
- Discloses she is AI, by design — honesty is the brand
- Learns from every call and carries the lesson into the next one
What we learned
Two things. First, execution at volume is where AI agents genuinely win — daily posting, hundreds of personalised emails, calls across time zones, all without a team burning out. Second, the honest, human-in-the-loop approach is not a limitation, it is the product: nothing goes out that we would not stand behind, and we can see exactly what every agent did and why.
It is early and we are transparent about that — not every call ends in a yes, and some emails go unanswered, exactly like real outreach. But the machine runs 24/7, it improves itself, and it costs a fraction of the team it replaces. That is the same system we hand to every customer.
The agents that run our marketing are the ones you can hire.
Meet the agents