If you sell digital products on Hotmart and want to transform your knowledge into an interactive, scalable experience, the AI Agent is the ideal solution.
In this article, you will learn what this product format is, its newest features, how to configure it, and the complete step-by-step guide to creating, testing, and selling it on the platform.
What is the AI Agent and what are its capabilities?
The AI Agent is a Hotmart digital product format that allows you to sell an individualized consulting experience powered by artificial intelligence. The agent is built using your own content—whether an existing course, text files, or prompt instructions. It acts as a 24/7 virtual consultant for your buyer.
This solution offers practical, automated interaction where students can ask questions and apply what they learn, while maintaining your brand's tone of voice.
In addition to text responses, the AI Agent features advanced capabilities to execute different tasks directly in the chat:
Image generation: creating images/illustrations or stylizing and editing images uploaded by the user directly in the conversation.
File generation: delivering ready-to-download documents in PDF, DOCX, XLSX, PPTX, and TXT formats, eliminating the need to copy and paste text.
Code execution: running precise, structured calculations behind the scenes, ensuring reliability in interactions involving numbers or logical data.
Web search: searching for real-time information on the internet to enrich answers and read external links sent by the buyer.
How do I create my AI Agent on the platform?
Registering an AI Agent follows a structure similar to other Hotmart digital products. You can generate the initial setup using our AI's suggestions or fill in each instruction manually.
To make your agent available, follow these creation steps:
In the side menu, click Products and
then My products.
In the top right corner, select
+ Create product.
On the new screen, choose AI Agents as
your product format.
Choose between Creating with Hotmart AI
or Creating manually your agent
❯ Creating with Hotmart AI:
If you choose Create with Hotmart AI,
the AI will analyze your products and suggest three
agent options—including name, description, and
prompt—based on an analysis of your top-selling products.
If you choose Describe it your way,
you can write a prompt for the AI to build an agent
based on your description. Simply click
Generate my agent, and a suggested
product setup will be generated for you to finalize.
❯ Adding product details manually
After choosing the product format and selecting
manual creation, you will be redirected
to a new page. On the Information tab,
fill in the fields:
Name: enter a name for the product.
Description: create a detailed
description for buyers (minimum 200 characters).
Product image: add an
image in JPG, PNG, or GIF format (maximum
5 MB).
Additional details: select
the language, category, and target market for your product.
After filling in these details, click
Continue.
❯ Choosing your Agent's knowledge base
On the Knowledge step, you can select a course to use as a training base for the AI Agent. This course must be published in the Hotmart Members Area, with both Tutor and Player enabled. After selecting the course, click Continue.
If you prefer not to link a course, click
Skip.
❯ 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 buyer build menus and calculate recipe costs.”
Then, enable the tools you want your agent to execute.
After adjusting these settings, click
Continue.
❯ Adding the Agent to a Members Area
For your AI Agent to be available to buyers, it must be linked to a Hotmart Members Area already created in your account.
On the Members Area tab, select which area the Agent should be added to. After selecting your option, click Continue.
❯ Pricing your product
In the Payment type section, choose the
charge
model for your AI Agent. You can offer it in two ways:
Subscription: recurring charges according
to the subscription plan you set up.
One-time payment: students make a single
payment
for access to the Agent.
Then, under Pricing, define:
Guarantee period: set the refund timeframe
for
buyers (7, 15, 21, or 30 days). Important:
For subscription products, the chosen guarantee period
applies
only to the first charge, not to automatic renewals.
Currency: select the currency in which
your
agent will be sold.
Payment method: choose between one-time
payment, installment with fees, or installment without
fees for the customer. If choosing installments, set
the maximum number of installments.
Price: set your product's price.
Hotmart One Project: indicate whether
you
want to donate part of your sales to a charitable institution.
Currency conversion: select whether
to enable
currency conversion for international sales.
If you choose a Subscription model,
some of the settings above may appear differently:
Plans: set recurrence (number of charges)
and frequency (weekly, monthly, bi-annual, etc.). To
add a plan,
click New plan. For a complete guide
on creating
subscription plans, consult
this article.
Advanced options (VAT settings):
for international sales, decide whether tax is included
in the
final product price (the price the buyer sees) or displayed
separately on the checkout page.
When finished, click Save and Continue.
❯ Setting up sales pages
After completing initial settings, you will be redirected
to the
product dashboard with a checklist for final setup.
Under Sales page, choose where your agent
will be sold:
Hotmart Marketplace: a sales page is
automatically generated on the Hotmart Marketplace.
Create custom sales page: use Hotmart
Extensions
to build a custom page.
External page: if you have an external
sales
page, link it so the Hotlink redirects buyers there.
After picking the option that best fits your business, click
Next.
❯ Finalization and verification
Back on the product dashboard, confirm that your
Personal details
are complete. This step is required to complete product registration.
If you have questions about how to register your details,
consult
this article.
Once filled out, click the Dashboard tab
and click Complete
registration. By clicking this button, you accept Hotmart's
Personal Data Processing Terms.
How do I configure my AI Agent's tools after creation?
After creating your AI Agent, you can update its training and manage tools whenever necessary. You have full control over allowed actions during conversations and can upload extra instruction files to reinforce technical knowledge or specific business methodologies.
In the side menu, click Products and select your AI Agent product.
Go to the Instructions and knowledge tab in the product management dashboard.
In this area, you will have access to two main setup sections:
❯ Add files and extra knowledge
In this section, you can update the prompt with new instructions and upload supporting files in TXT, DOCX, or PDF format to enrich the AI.
There is no limit to the number of uploaded files, as long as each document respects the maximum size limit of 30 MB.
Note: Added materials serve exclusively for AI training and are not visible or available for download by buyers.
❯ Configure Agent tools
Scroll to the Tools and capabilities section to toggle Generate images, Generate files, and Web search using the selection switches.
Image and file generation capabilities are enabled by default to ensure a complete experience from the start. For security reasons, web search starts disabled, but you can enable it freely. Code execution does not have a toggle switch because it works structurally behind the scenes to handle system calculations.
How can I test the AI Agent before selling?
Testing your agent ensures that its behavior and responses align with your strategy before customers start interacting. To simulate the student view and talk to your agent, you have two options:
Via the product editing panel
In the side menu, click Products and then My products.
Click on the agent.
In the top bar of the editing panel, click Test my agent.
Via the Members Area
Go to the main menu and click Members Area.
Select the Members Area where your agent was added during registration.
On the main panel of the Members Area, click Preview (or How it looks).
Go to the Products tab, locate your AI Agent, and click Access to open the chat window and conduct your tests.
How does my buyer access and interact with the AI Agent?
Right after payment confirmation, the agent is automatically unlocked in the linked Hotmart Members Area. Students can find it on the showcase or product tab and start consulting right away, both via web browser and the platform's mobile app.
The chat interface allows users to open different topics, send text messages, and, when accessing via a web browser, upload files up to 15 MB (such as spreadsheets, documents, or images). Upon receiving content, the agent analyzes the data to provide answers, issue structured files, or transform images. Students can also rename, pin, or delete chat threads on the side panel to keep an organized study routine.
What strategies can I use to sell my AI Agent?
You can offer the AI Agent in different ways based on your business strategy:
As a main product: sold separately with its own sales page, highlighted on your Members Area showcase.
In a product bundle: combined with other products (such as a course) to deliver a more complete, higher-value experience.
As an Order Bump: added as a strategic add-on on your checkout page to encourage purchase at the decision moment.
How do I track conversations between the AI Agent and buyers?
When creating your AI Agent on Hotmart, you can view the conversation history between the Agent and buyers. This helps you better understand your audience's questions, identify opportunities for improvement, and create new content based on these interactions.
In the 9-dot menu, click Members Area and select the Members Area where the Agent was added.
In the side menu, click Insights and select the AI Agent tab.
In this tab, you will see interaction history organized by product, with the number of buyers for each Agent and the total questions asked.
Use the date filter to view interactions for a specific period if you prefer.
When selecting an Agent, you will be able to view all conversations. To make navigation easier, click the Sort button and choose how you wish to organize the list of interactions (newest or oldest questions, number of questions, positive ratings, etc.).
If you want to analyze data elsewhere, click Export all to download interactions into a separate file (ideal for reports or detailed analysis).
Frequently Asked Questions
❯ What are the features and capabilities of Hotmart's AI Agent?
The AI Agent generates text responses, creates and stylizes images in the chat, delivers ready-to-download files in PDF, DOCX, XLSX, PPTX, and TXT formats, executes code behind the scenes to perform accurate calculations, and searches for real-time web information and links when enabled.
❯ How long does the buyer have access to the AI Agent, and how do I configure the access duration?
Access duration depends on the payment type selected during product setup. For one-time payment offers, access does not expire. For subscription offers, access remains active as long as payments are up to date.
Direct configuration of an expiration date or access timeframe is a feature exclusive to online courses.
❯ What is the difference between AI Agent and Tutor?
The AI Agent is an independent product sold separately and configured with custom instructions to act as a practical consultant performing tasks in the Hotmart Members Area.
The Tutor is an assistant embedded in the course classroom to answer theoretical questions about video lessons.
❯ Can the buyer send files and images for the AI Agent to analyze?
Yes. When accessing via a web browser on a computer or mobile device, buyers can send files and images up to 15 MB per message for analysis. In the Hotmart mobile app, interaction occurs via typed text messages.
❯ Do I need to have a course in the Hotmart Members Area to create an AI Agent?
No. You can create the product by training the agent solely with text commands and extra files. The only requirement is associating the product with a Hotmart Members Area so buyers can access the tool.
❯ Why don't my courses appear during the knowledge base selection step?
For a course to appear as a training option, it must be published in the Hotmart Members Area, use Hotmart Player for video hosting, and have Tutor enabled.
❯ Can I sell an agent created on another platform or embed my Hotmart Agent on an external area?
No. The AI Agent is 100% configured on Hotmart and delivered exclusively within the Hotmart Members Area. It is not possible to register external agents or export the tool to external pages.
❯ Is there any cost to create the AI Agent or charges per chat interaction?
There is no fee to create the product, nor are there charges for usage credits or message volume.
However, this policy may be adjusted in the future, and any changes will be announced in advance.
❯ Why is web search disabled by default?
Web search starts disabled for security reasons and to prevent responses outside the creator's scope. It can be enabled at any time in the product panel under the Knowledge tab.
