AI Startup Emanate Targets Complex Industrial Materials Sales with Specialized Tools

While many AI companies aim to serve broad business segments, Emanate takes a focused approach by building specialized tools for complex sales transactions in the industrial materials sector. Kiara Nirghin, founder and CEO of Emanate, highlights the sector’s intricate sales processes, which involve generating quotes for bespoke orders, connecting existing customers with needed goods, and proactively identifying new customers.

Why Industrial Materials Demand Specialized AI Tools

The industrial materials sector, which supplies raw materials like steel and aluminum as well as manufactured parts such as wire and pipe, plays a critical role in boosting U.S. manufacturing output and supporting the transition to a greener economy. This transition requires materials for manufacturing solar panels, wind turbines, and electric vehicle charging stations. The metals and minerals industry alone is a multi-trillion dollar sector, according to Emanate.

Emanate argues that faster, more precise quote generation and accelerated sales closures can significantly enhance productivity and reduce waste from mistargeted production. Currently, generating quotes with existing systems can take as long as three to four weeks, says Nirghin. Until recently, AI systems lacked the sophistication to handle these tasks effectively.

“That was only recent—in terms of the last approximately six to eight months,” Nirghin says. “So there is a very big change in quality and step function in terms of actually applying the models.”

Beyond AI Models: The Power of Custom AI Agents

Nirghin emphasizes that the key to success lies not in the underlying AI models themselves but in the “harness”—a framework of AI-callable tools, integrations with systems like enterprise resource planning (ERP) software, and corporate knowledge databases. This framework forms the basis of AI agents tailored for industrial materials sales.

Emanate, which has raised funding from investors including Andreessen Horowitz and M13 (though Nirghin declined to disclose the exact amount), currently employs 10 people. The company is betting that markets like industrial materials will benefit more from sector-specific AI tools rather than generic, off-the-shelf solutions.

Implementation: A Multi-Week Process

Setting up Emanate’s system for a new customer is not as simple as activating a chatbot. The process can take between eight to 12 weeks and involves identifying critical data sources, including ERP databases, past sales email correspondence, and PDFs containing valuable data. The system must then be securely connected to these sources.

Once deployed, customers can further customize and build upon the AI agents. Nirghin notes that the specialized approach is designed for greater accuracy compared to general-purpose AI tools. Emanate also collaborates with customers to track key performance metrics, such as the number of quotes processed, hours spent by human workers, sales leads handled, and outbound messages sent—both before and after deploying the technology.

Focus on Revenue Growth, Not Just Cost Cutting

While many AI companies prioritize cost reduction through automation, Nirghin clarifies that Emanate’s primary focus is on driving revenue growth. The company aims to help industrial materials businesses enhance their sales processes, close deals faster, and ultimately increase their bottom line.