How to create and sell an AI Agent on Hotmart?

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.

Important: This feature is currently in beta and only available to eligible and selected creators. If you don't see this option in your account yet, don't worry. We’ll soon share updates about the availability of this product for all producers.

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.

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:

1. Log into your Hotmart account at https://app.hotmart.com. 
2. In the side menu, click Products and then My Products.
3. In the top-right corner, click + Create Product
4. On the next screen, choose AI Agent as the product format
5. Click Join Beta and Create Agent to confirm
   
   

❯ 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:

• Product name: enter a name for your product
• 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)
• Additional information: select the product's language, category, and target market

Once all fields are filled, click Continue.

❯ 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.

❯ 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.

❯ 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.

❯ 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
• Currency: choose the currency your product will be sold in
• 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
• 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.

❯ 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.

❯ 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.

How to feature your 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:

1. Log in at app.hotmart.com
2. In the 9-dot menu, click Hotmart Club and select the members area where the Agent was created
3. In the side menu, click Customization
4. Find the Display section and click Customize
5. 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
6. In the section where you want to display the Agent, click the three-dot menu and select Edit
7. Find the option Add Products, select your AI Agent, and click Add
8. Click Post to make the section visible to customers in your Club’s products display

How to add extra files to your 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:

1. Go to the Hotmart platform at app.hotmart.com
2. 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.
3. Once you open the product, in the left-hand menu, click Knowledge of the agent
4. 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:

• 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.
• 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.
• 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 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:

1. Go to the Hotmart platform at app.hotmart.com.
2. In the 9-dot menu, click on Hotmart Club.
3. Select the members area where the Agent was added.
4. In the Club menu, click the Preview button.
5. You'll be redirected to the members area preview as if you were a buyer.
6. In the Products tab, find your AI Agent and click Access to start testing.

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.

❯ Is there a cost to create an AI Agent product?

There is no cost to create your AI Agent. This product follows the same model as other Hotmart digital product formats: you only pay Hotmart's service fee when a sale is made. In other words, no fees are charged upfront, the fee is deducted only upon each sale.

❯ 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.

❯ 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.

❯ 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.

❯ Is there a limit to the number of interactions with the AI Agent?

No. There’s no interaction limit, your buyers can chat with the AI Agent as often as they want, whenever they need.

❯ 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.

❯ 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. 

Currently, it does not actively search for external information. If you want to reinforce this behavior, you can include a specific instruction in the prompt, telling the Agent not to consult external sources.

❯ Can I view the conversations between the AI Agent and buyers?

Not yet, but this feature will be available soon! Once released, you’ll be able to review the conversation history between the AI Agent and your buyers. This will help you better understand your audience's questions, identify improvement opportunities, and create new content based on real interactions.

❯ 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.

❯ 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.
• AI Agent: A standalone product with personalized behavior, sold separately, capable of performing tasks based on your provided content.