How does Karumi work? AI demo automation, explained

Karumi is an AI demo agent. It shows your real product to a buyer, live, at the moment they want to see it. It talks to them by voice or chat, clicks through your product in a real browser, answers their questions as they come up, works out whether they're a good fit and sends everything it learned to your CRM. No rep has to be on the call, and nobody waits three days for a slot.

That is the short version. The longer one is below, because people ask us how Karumi works more than they ask anything else.

We checked. Between July and October 2026 our own website agent had 619 conversations with visitors. 44% of them asked what Karumi does or how it works. 31% asked about price. The rest asked to see a demo, wanted to know whether it fits their company, or asked something specific like "How does Karumi know where to click?" and "What happens if the UI changes?".

This article answers those questions, one section at a time, in plain language.

What is AI demo automation?

AI demo automation means a product demo runs on its own, without a sales engineer, whenever a buyer asks for one. An AI agent gives the demo: it explains the product, shows it on screen, answers questions and qualifies the buyer.

It's different from the two things most people picture when they hear "demo automation":

• A recorded video. The buyer watches. They can't ask anything, and the video can't skip to the part they care about.
• A click-through tour. The buyer clicks "next" through screenshots or an HTML copy of the product. It's interactive, but the path is fixed.

An AI demo agent sits closer to a good sales engineer. The buyer says "Can you show me how reporting works?" and the agent opens reporting. If they interrupt with "Wait, can I filter that by region?", the agent stops, answers and shows the filter.

We wrote a longer comparison in Agentic demos vs. interactive demos.

How does Karumi work, step by step?

From the buyer's side, a Karumi demo looks like this:

1. They start the demo. They click "See it live" on your website, open a demo link you sent them, or ask your website chat to show them something.
2. The agent says hello and asks what they need. One or two questions, in conversation, not a 10-field form: their role, their team, what they're trying to fix.
3. The agent shows the product. It shares its screen and drives your product in a real browser, narrating as it goes. It follows the demo flows you approved and picks the ones that match what the buyer said.
4. The buyer interrupts whenever they want. By voice or by typing. The agent answers from your knowledge base and, when it helps, clicks to the feature that answers the question.
5. The agent qualifies and hands off. If the buyer is a fit and wants to talk to your team, it books the meeting on your calendar. If not, it sends them on their way with what they came for.
6. Your team gets the results. A summary, an intent score, the transcript and the recording land in your CRM and in Slack.

From your side, there are three parts: teaching Karumi your product, choosing where demos happen, and deciding what happens after each one. The sections below take them in that order.

How does Karumi learn my product?

You give Karumi a login to your product (ideally a demo account with sample data) and the material you already have: your website, help center, sales decks, docs.

Then Karumi does three things:

• It maps the product. A team of AI agents logs in and clicks through every page and button it can find, noting where each one leads. That gives it a map of your product.
• It reads your knowledge. Public pages, help articles, pricing pages and anything internal you share become the agent's knowledge base. This is what it answers questions from.
• It builds the demo flows. A demo flow (we call them journeys) is a short sequence of clicks with the narration that goes with it, like "Create your first campaign" or "Set up an approval rule". Karumi drafts them, and you edit them in the builder.

A first version is usually ready within a few hours. From there you improve it the way you'd coach a new hire: tell the agent in plain words what to show, what to stress and what to avoid, and it updates the demo.

More detail in How does the AI demo agent learn my product?

How does Karumi know where to click?

Each step of a demo flow stores more than a screen position. Karumi records what the element is: its label, its role on the page, what's around it. When the agent replays the step, it looks for that element on the live page, the way you'd look for the "Save" button even if it moved.

The agent also knows which page it's on and what that page is for, because it mapped the product earlier. So when a buyer asks for something outside the planned flow, it can still find its way there.

What happens when my product's UI changes?

This was one of the most common questions, and for good reason. A demo that breaks the week after a release is worse than no demo.

You have two options:

• Run demos on a replica of your product. Karumi captures a sandbox copy of your product with demo data. Buyers can't tell the difference, and a surprise pop-up or a half-shipped feature can't break the demo. Karumi re-scans your product every day and folds real changes into the replica.
• Run demos on your real product with a demo account. Karumi checks the demo flows against the live product and flags the steps that stopped working, so you can fix them before a buyer ever hits one.

Either way, the buyer always sees your real product, not a video of it.

Is a Karumi demo live or a recording?

Live. The agent controls a real browser that's logged into your product (or its replica) and clicks through it in real time. Nothing is pre-recorded, which is why the buyer can interrupt and change direction at any point.

You decide what's in scope. The agent only shows the parts of the product you approved, so it won't wander into billing settings or an admin page you'd rather keep private.

There's a full answer in Is it an AI demo live or a recording?

Where do Karumi demos happen?

Each demo link is called an audience. You create one per campaign or segment, and each can open with its own greeting, language and first demo flow. That way a LinkedIn campaign for HR leaders and one for finance teams get two different first impressions from the same agent.

On calls, the agent works in Google Meet, Zoom, Teams and several other platforms, and a rep can join, take the screen back or end the agent's turn whenever they like. See Can Karumi join a Google Meet, Zoom or Teams call?

Can Karumi do customer onboarding, not just sales demos?

Yes. Several teams use Karumi for both.

For onboarding, the agent runs inside your product as a chat. Because it lives in your app, it sees which page the user is on and walks them through the next step on their own real account. Nobody has to share their screen. The user asks "How do I connect my calendar?" and the agent shows them where to click, right there.

It's the same agent and the same knowledge base, so a buyer who saw a demo last week gets consistent answers once they become a customer.

How does Karumi qualify leads?

The agent qualifies the way a good rep does: through the conversation, not a form.

You write the questions you care about (team size, current tool, timeline) and the agent asks them when they fit naturally. Usually it's one at the start and the rest along the way. It also picks up what buyers volunteer without being asked, like "we're moving off Mailchimp next quarter".

When the demo ends, Karumi analyses it and records:

• A summary of what the buyer wanted and what they saw
• An intent score from 0 to 5
• Whether they're in your ICP, based on the ideal customer profile you described
• Whether they asked to talk to your team
• Any custom insight you defined, such as "main use case" or "competitor mentioned"

If the visitor didn't leave an email, Karumi can often still tell you which company they came from.

What does Karumi send to my CRM?

After each demo, Karumi updates the contact in your CRM with the summary, the intent score, the transcript, a link to the recording and any fields you mapped. It works with HubSpot, Salesforce and Attio. It can also alert the right rep in Slack, send events to Segment or PostHog, and call any webhook for everything else.

We list every HubSpot field in What does Karumi send to HubSpot after a demo?

Does Karumi speak my language?

Karumi agents speak 35 languages, with 46 regional variants for accents. One agent can speak all of them, and it picks each visitor's language from the link, their country and their browser. Your docs and demo flows don't need to be translated by hand.

The full list is in Which languages does Karumi speak?

How do I make sure the agent doesn't say something wrong?

Three things keep the agent on script:

• It answers from your material. The knowledge base you give it is what it uses. When it doesn't know, it says so and offers to connect the buyer with your team instead of guessing.
• You set the rules. Topics to avoid, how to talk about competitors and pricing, which features to never show. These go in the agent's instructions in plain language.
• You read every conversation. Each demo has a transcript, a recording and a summary. If you spot a weak answer, you correct it and the agent uses the correction from then on.

Is Karumi secure?

Karumi is SOC 2 Type II and ISO 27001 certified and GDPR compliant. For larger teams there's single sign-on, multi-factor authentication, role-based permissions and an audit log of every change.

Two practical points come up a lot. Demos run in an isolated browser on a demo account, not on your customers' data. And you can ask visitors for a verified work email before the demo and block the domains you don't want in it, like a competitor's. More in The enterprise features offered by Karumi.

How much does Karumi cost?

Pricing depends on how many agents and languages you need and how many people on your team use Karumi. Most teams start with a pilot on one product or one use case, see the results, then expand.

If you want a number for your situation, talk to us. Or ask the agent on our homepage first. It will show you the product before anyone asks for a meeting.

FAQ

What does Karumi do?

Karumi gives live product demos with an AI agent. The agent talks to the buyer, shows your real product on screen, answers their questions, qualifies them and sends the results to your CRM.

Is Karumi a chatbot?

No. A chatbot answers in text. Karumi answers and then shows the answer in your product, clicking through it live while the buyer watches.

How long does it take to set up Karumi?

A first version of your demo agent is usually ready within a few hours of giving Karumi a login and your docs. Most teams spend a few days refining the demo flows before going live.

Does the buyer have to type?

No. Buyers can talk to the agent by voice, type, or switch between the two.

Does a person from my team need to be on the demo?

No. The agent runs the whole demo on its own. A rep can join a call when they want to, and the agent can book a meeting with your team when the buyer asks for one.

Can I choose what the agent shows?

Yes. The agent only shows the demo flows and pages you approved, and you can edit what it says at every step.

What happens if my product changes?

Karumi re-scans your product every day. On a replica, changes are folded in automatically. On your real product, Karumi flags the steps that changed so you can update them.

Which CRMs does Karumi integrate with?

HubSpot, Salesforce and Attio, plus Slack, Segment, PostHog and webhooks.

What kinds of products work best with Karumi?

B2B software that's easier to understand when you see it: CRMs, HR and payroll platforms, marketing tools, procurement, finance and analytics. Karumi has run demos for products built twenty years ago and for products launched last month.