If you already sell courses, ebooks, or subscriptions on Hotmart, now you have a new opportunity to make your knowledge even more interactive and scalable: the AI Agent.
In this article, you’ll learn what this new product format is, how it works, who can use it, and the complete step-by-step to create and start selling your own AI Agent on the platform.
What is Hotmart’s AI Agent?
The AI Agent is a new digital product format on Hotmart, designed for you, the Producer, to sell a personalized consulting experience using your existing content, combined with artificial intelligence.
Your AI Agent can be developed from a course you already host on Hotmart Club or from text files containing the content you want to use for training. Based on this material, you create an AI Agent that works as a personal consultant for your customers, available 24/7.
In other words, it's like your students could have a direct, one-on-one, automated conversation with you to ask questions, receive guidance, and apply what they’ve learned. With the AI Agent, you offer a much more interactive, practical, and personalized experience, all within your Hotmart Club members area.
With the AI Agent, you can:
- Turn your content into an automated and scalable consultant
- Keep your brand’s tone of voice and style in every response
- Program the Agent to perform specific tasks based on your methodology
❯ For example, let’s say you have a course on personal finance
You can create an Agent that helps the customer build a monthly budget, review their expenses, or organize financial goals, based on the lessons from your course. And the best part: it works automatically, is fully personalized, and is available anytime inside Hotmart Club.
If you want to create an AI Agent and don't know where to start, try the Agent Generator. The tool helps you explore ideas for creating agents and generate optimized instructions — including defining tone of voice, objective, and response format — based on your products or niche.
How to create an AI Agent?
The first step to making your AI Agent available on Hotmart is to register the product. During this stage, you’ll define the basic information such as the Agent’s name, knowledge base, payment methods, and refund policy.
Here’s a complete step-by-step guide to help you register your AI Agent:
❯ Creating an AI Agent from scratch
Follow these steps to register your product:
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Log into your Hotmart account at
https://app.hotmart.com.
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In the side menu, click Products
and then My Products.
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In the top-right corner, click + Create Product
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On the next screen, choose AI Agent
as the product format
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❯ Adding information to your product
After selecting the product format, you’ll be redirected
to a new page. On the Information tab,
fill out the following fields:
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Product name: enter a name for your
product
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Description: write a detailed description
for buyers (minimum of 200 characters)
-
Product image: upload an image in
JPG, PNG, or GIF format (up to 5 MB)
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Additional information: select the
product's language, category, and target market
Once all fields are filled, click Continue.
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❯ Selecting your Agent’s knowledge base
In the Knowledge step, you can select
a course to use as the AI Agent’s training base. This
course must be published on Hotmart Club
and have the Tutor feature enabled.
After selecting the course, click Continue.
If you prefer not to link a course, click Skip.
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❯ Training your Agent
In this step, describe how the Agent should communicate
and what you expect it to do. Write a prompt (text command)
with specific instructions — for example: "You are a
professional pastry consultant. Help the customer build
menus and calculate recipe prices."
Once completed, click Continue.
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❯ Adding your Agent to a members area
To make your AI Agent available to customers, it must
be linked to a Hotmart Club members area
that you’ve already created. In the
Members Area tab, select which area
your Agent should be added to.
Then click Continue.
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❯ Setting your product’s price
In the Type of charge section, choose
how your AI Agent will be sold. You can offer it in two
ways:
-
Subscription: recurring payment
based on the subscription plan you set
-
Single payment: a single payment
grants access to the Agent
Then, in the Pricing section, define
the following:
-
Guarantee period: set the refund
period (7, 15, 21, or 30 days). Note:
for subscriptions, this guarantee applies only to
the first payment, not to automatic
renewals
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Currency: choose the currency your
product will be sold in
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Payment method: select between one-time
payment, installments with fees, or installments
without fees. If you choose installments, set the
maximum number of payments
-
Price: define the product’s price
-
Hotmart One Project: choose whether
to donate part of your sales to a charitable organization
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Currency conversion: enable this
option if you want to allow international currency
conversions.
If you selected Subscription, some of
the settings may look different. For example:
-
Plans: define the number of payments
(recurrence) and how often (weekly, monthly, annually,
etc.). To create a plan, click New Plan.
For a full guide on setting up subscription plans,
check out
this article.
-
Advanced options (VAT settings):
for international sales, choose whether the tax is
included in the final product price or shown separately
from the product amount on the checkout page.
When everything is set, click Save and Continue.
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❯ Defining sales pages
Once the initial product settings are complete, you’ll
be redirected to the product panel, where you’ll find
a checklist with final steps to complete your setup.
Under Product Page, choose where your
AI Agent will be sold. Here are the available options:
-
Hotmart Marketplace: a default sales
page will automatically be created for your product
-
Create a custom sales page: use
the Hotmart Pages tool to build a personalized page
-
External page: if you already have
a sales page hosted elsewhere, connect it to your
product so the Hotlink directs users there
After selecting the best option for your business, click
Next.
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❯ Completing the creation process
Finally, make sure all your information in the
Personal information tab is complete.
This step is essential for completing your product creation.
If you have any questions about filling out your data,
see
this article.
Once everything is complete, go to the
Dashboard tab and click the
Submit product button located at the
bottom right of the page. By clicking this button, you
confirm that you agree to Hotmart’s
Terms and Policies.
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How to feature my AI Agent in the Hotmart Club products display?
After creating your AI Agent, you can highlight it in the products display of your members area so it’s easier for buyers to access.
Follow these steps:
- Log in at app.hotmart.com
- In the 9-dot menu, click Hotmart Club and select the members area where the Agent was created
- In the side menu, click Customization
- Find the Display section and click Customize
- Click Sections to edit existing sections or create a new one. Important: You can only add the AI Agent to a "Products" section created by you
- In the section where you want to display the Agent, click the three-dot menu and select Edit
- Find the option Add Products, select your AI Agent, and click Add
- Click Post to make the section visible to customers in your Club’s products display
How to add extra files to my AI Agent after it is created?
After creating your AI Agent, you can update its training whenever needed—either by adjusting the instructions (prompt) or by adding complementary files in .txt, .doc, or .pdf formats.
This helps keep your Agent aligned with your content and improves its performance on more technical or specific topics.
Follow the steps below to add these files:
- Go to the Hotmart platform at app.hotmart.com
- In the left-hand menu, click Products and select your AI Agent product. You can use the “AI Agent” filter or type the product name into the search bar.
- Once you open the product, in the left-hand menu, click Knowledge of the agent
- In this section, you can update the Instructions field with new commands and upload files under Additional knowledge to enrich the Agent’s training content.
What strategies can I use to sell my AI Agent?
You can offer your AI Agent in different ways, depending on your business strategy:
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As a main product: It can be sold on its own, with a dedicated sales page, and featured in the Display of your members area.
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As part of a product bundle: Combine the Agent with other products, such as a course, to deliver a more complete and high-value experience.
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As an order bump: Add the Agent as a strategic extra offer on your checkout page to boost conversions at the moment of purchase.
How do buyers access and interact with my AI Agent?
Once the purchase is completed, the AI Agent becomes automatically available in the Hotmart Club. Buyers can access it through the Display or the Products tab, and interact with the AI through a simple and intuitive chat interface. Access is also available via Hotmart app.
The AI Agent supports interactions in different languages, allowing you to serve buyers from various regions around the world. To ensure it responds correctly in other languages, be sure to include this instruction in the prompt during training.
❯ How to test your AI Agent:
After creating your AI Agent on Hotmart, you can test it to see how it performs from the buyer's perspective.
Here’s how to run a test:
- Go to the Hotmart platform at app.hotmart.com.
- In the 9-dot menu, click on Hotmart Club.
- Select the members area where the Agent was added.
- In the Club menu, click the Preview button.
- You'll be redirected to the members area preview as if you were a buyer.
- In the Products tab, find your AI Agent and click Access to start testing.
❯ How to interact with the AI Agent:
Buyers can interact with the AI Agent through text messages. If they access it via a browser (on desktop or mobile), they can also upload files directly in the chat. When a file is uploaded, the Agent can analyze its content and use it to generate more complete responses, offer personalized feedback, or perform analyses depending on the material received. Supported file formats include text documents (.doc, .docx, .txt, .pdf), spreadsheets (.xls, .xlsx, .csv), and images (.jpg, .jpeg, .png). The Agent will always reply in text format; at this time, it does not generate files or images.
In addition, buyers can start multiple conversations with the Agent, creating different threads according to their questions or goals. Each conversation can be renamed, pinned, or deleted from the chat's sidebar, making it easier to organize the history or revisit previous topics.
How to view conversations between the AI Agent and buyers?
When you create your AI Agent on Hotmart, you can access the conversation history between the Agent and your buyers. This helps you better understand your audience's questions, identify improvement opportunities, and create new content based on those interactions.
Follow the steps below to view the history:
- Go to app.hotmart.com.
- From the 9-dot menu, click Hotmart Club and select the members area where the Agent was added.
- In the Club's sidebar menu, click Insights and go to the AI Agent tab.
- You'll see the interaction history organized by product, with the number of buyers and total questions asked for each Agent.
- Use the date filter to view interactions within a specific timeframe, if needed.
- When you select a specific Agent, you’ll be able to see all the conversations. Use the Sort button to organize the list (by most recent, oldest, number of questions, positive feedback, etc).
- If you prefer to analyze the data elsewhere, click Export all to download the conversations as a separate file (ideal for reports or deeper analysis).
Frequently Asked Questions
❯ What features does Hotmart’s AI Agent currently offer?
The AI Agent can generate text-based responses: review
content, adapt information, create personalized texts,
and build checklists, plans, and processes based on the
configured instructions.
It does not yet support tasks such as
generating images or videos, creating documents or spreadsheets,
or interacting with external apps or tools.
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❯ Do I need to pay any fees to create my agent or for the number of interactions between Buyers and my AI Agent?
The AI Agent follows the same model as other product
formats available on Hotmart: there is no cost to create
the product, and Hotmart fees are only applied when a
sale is made.
At the moment, there are no charges for creating the
product or for usage credits; however, this policy may
be adjusted in the future. If any changes occur, we will
notify you in advance.
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❯ Do I need to know how to code to create an AI Agent?
No! You just need to add text instructions (prompts)
and either select a course or upload materials (in .txt,
.doc, or .pdf format) containing the content you want
the Agent to learn. No coding skills are required.
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❯ Do I need to have a course in Hotmart Club to create an AI Agent?
No. You can create an AI Agent using only
content files and a text command (prompt),
without linking it to a course. However, the Agent must
be linked to a Hotmart Club members area,
as that’s where buyers will access the product and interact
with the AI.
If you prefer to train the Agent using an
existing course, that course must be
published in the Hotmart Club, and the
videos must be uploaded using Hotmart Player.
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❯ Is there a limit to the content or number of files I can use to train the AI Agent?
Currently, you can select only one course
hosted in Hotmart Club as the knowledge base for the
Agent’s training.
Additionally, you can enhance the training with a
custom prompt of up to 10,000 characters
and upload extra files. There's no limit
to the number of files, and the accepted formats are
.doc, .txt, and .pdf.
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❯ Can I update the AI Agent with new content after it’s published?
Yes. You can update your AI Agent’s training at any time.
Just follow the instructions in the section
How to add extra files to your AI Agent after creation
in this article.
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❯ Does the AI Agent only use the content I provide, or does it also access external information?
The AI Agent is trained to
prioritize only the content you provide,
including the selected course and the configured instructions.
These are the main sources used to generate responses.
However, it may occasionally retrieve information from
external sources. If you prefer, you can include a specific
instruction in the prompt, telling the Agent not to consult
external sources.
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❯ Which language model (LLM) does Hotmart’s AI Agent use?
Hotmart has access to the leading language models on
the market, including OpenAI, Anthropic, Gemini, and
Grok. Our team continuously tests these technologies
to ensure the best possible performance based on your
product’s needs and business strategy.
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❯ What’s the difference between the AI Agent and the Tutor?
The AI Agent was developed as a standalone digital product,
accessible through a dedicated page within the Hotmart
Club, separate from the course classroom.
One key difference is that the AI Agent allows for custom
instruction settings, giving creators greater control
over how the AI behaves, functions, and communicates.
-
Tutor: An AI assistant embedded
in a course, focused on answering questions related
to the purchased content.
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AI Agent: A standalone product with
personalized behavior, sold separately, capable of
performing tasks based on your provided
content.
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