A warm first impression
Capture the enquiry while your team stays focused on the customer or job in front of them.
ANNA OS powered ASAMIA AI
SAM
Super Agent Model
Your own digital employee. A professional voice, your business knowledge, and the next step ready for your approval.
Custom role and personality Human authority, always
What is a SAM?
Real Digital Humans.
A real employee, a definite job role, not just a chatbot.
A Super Agent Model
A Super Agent Model (SAM) with a real personality, long-term memory and emotional awareness is a role-based digital employee configured around your business: its responsibilities, approved knowledge, voice, channels, tools and decision boundaries. ANNA — Advanced Neural Network AI — powers ANNA OS and ASAMIA AI, bringing those elements together in a coordinated operating layer. Its emotional intelligence layer interprets sentiment from tone, words and context to support empathetic responses; it is not a claim of human feelings or consciousness.
Any office role.
Executed on the computer and the phone.
A SAM perfectly executes any office-based role — on the computer and on the phone. It works inside your systems and speaks with your customers: handling calls, messages and bookings, drafting documents, managing inboxes and calendars, updating records and preparing the reports your team relies on.
Administration, sales, support, finance, operations — pick the role, and a SAM takes its routine work from end to end while your team keeps the authority to decide. With your approved guidance, its tools and its channels, the job gets done the way your business already works.
Explore every SAM roleFeatures with a business purpose
More than answering the phone.
Warm conversations, useful context and organised follow-ups. Each feature has a job to do for your business.
Emotional intelligence built in
Every SAM reads how a customer is feeling — frustrated, anxious, rushed or pleased — and adapts its pace, wording and next step with genuine empathy, escalating to a person when emotions run high.
An after-hours front desk
Collect overnight enquiries for the next working day; route urgent requests to a named person rather than leaving them in voicemail.
Turn enquiries into next steps
Capture location, job details and availability, then prepare a booking your team can confirm, reschedule or decline.
Continue the conversation
Retrieve relevant customer context so callers need not start from scratch, within your access and retention rules.
Know what happened
Review the request before calling back, with useful job details and a clear next action instead of scattered notes.
One role, connected conversations
Plan consistent service across WhatsApp, Instagram, Messenger, web chat, SMS, email, Zoom and Teams using authorised connections.
Work on your terms
Separate sales calls from genuine jobs, prioritise follow-ups and keep sensitive commitments with the person responsible.
A SAM that represents you
Set a professional personality and preferred accent, including Kiwi where supported; update the brief as your services grow.
Built on AI models that score around 130 on IQ-style reasoning tests.
ASAMIA is ready for real business implementations. Your implementation includes the channels, coverage, call capacity, recordings, notifications and security controls agreed for your business, with authorisation and testing before go-live. AI can make mistakes; medical, legal, financial and emergency decisions remain with qualified people.
Smart Receptionist in action
From an interrupted workday
to an organised next step.
Illustrative plumbing enquiry · no real customer or dispatch action.
- 01
Welcome the caller
Use the approved business greeting and identify the reason for the call. Explain that the caller is speaking with an AI assistant.
- 02
Capture what matters
Collect the service address, contact details and reported problem. Check the coverage area and flag urgency without giving unsafe repair advice.
- 03
Prepare the handover
Create a job summary and proposed visit using authorised availability. Escalate urgent requests to the designated person.
- 04
You decide
Review the details and consent-based transcript, then confirm, reschedule or decline. The commitment stays with your team.
Business use cases · A–Z
A SAM for your kind of work.
From trades and clinics to banks, insurers, hotels, retailers, call centres and government agencies — listed alphabetically. These are application ideas, not verified deployments.
110 business use cases
Accountants
Client intake and consultation scheduling
Airport transfer operators
Flight details, passenger count, booking
Appliance repair
Appliance/model/problem capture and bookings
Arborists / tree services
Job qualification, photos follow-up, site visits
Auto electricians
Fault qualification and workshop booking
Auto repair workshops
Book servicing/WOF repairs, status updates, reminders
Banks
Answer account and product questions, verify identity before sensitive steps, route card or fraud concerns to staff
Bathroom renovators
Lead qualification and onsite appointments
Beauty salons
Appointments, service enquiries, rescheduling
Boarding kennels
Availability, dates, pet details and reservations
Boat dealers
Sales enquiries and viewing appointments
Bookkeepers
Lead qualification and appointments
Builders / Renovators
Lead qualification, site-visit scheduling
Cafés
Reservations/group bookings/general enquiries
Call centres
Handle peak call overflow, triage reasons for calling, summarise each call and hand over to the right agent queue
Car rental companies
Availability, bookings, extensions, FAQs
Car-detailing companies
Package selection and scheduling
Carpet cleaners
Property details, room count, quote and booking
Caterers
Event qualification and quotation appointments
Childcare centres
Parent enquiries, tours and waitlist intake
Chiropractors
New-patient qualification and bookings
Cleaning companies
Quote qualification and job booking
Commercial cleaners
Business lead capture and quote appointments
Commercial refrigeration
Capture urgent requests and prepare technician dispatch for approval
Companies
Run the main switchboard, route enquiries to departments, take messages and book meetings with the right person
Computer repair shops
Device/problem qualification and booking
Concrete contractors
Size/job details and quotation scheduling
Conveyancers
Quote requests and client intake
Courier companies
Pickup requests, tracking enquiries
Dental practices
Appointments, cancellations, recalls, FAQs
DJs / entertainment businesses
Event qualification and booking
Dog trainers
Behaviour/problem qualification and consultations
Drainlayers / Drain Unblocking
Capture emergency details and prepare a human dispatch handoff
Driving schools
Lesson bookings, availability and reminders
E-commerce stores
Answer order, delivery and returns questions across chat and messaging, prepare refund requests for approval
ECU tuning/remapping
Vehicle qualification, quote, booking
Electricians
Book call-outs, capture the reported issue, capture details
Equipment hire
Availability, booking and collection details
Excavation contractors
Project qualification/site visit
Fencing companies
Project qualification and quotation booking
Financial advisers
Qualification and appointment setting
Fire-protection companies
Inspection/service bookings and reminders
Flooring installers
Measurements/site visits/quote appointments
Freight operators
Quote requests, collections, status enquiries
Funeral directors
24/7 initial enquiry handling with careful escalation
Garage-door companies
Troubleshoot, quote, book repairs
Glaziers
Emergency broken glass calls, quoting, dispatch
Government agencies
Explain services and eligibility from approved guidance, book appointments, route cases to the responsible team
Gyms
Membership enquiries, trials, follow-ups
Hairdressers/barbers
Bookings, cancellations, availability
Healthcare providers
Book and reschedule appointments, send reminders, capture symptoms for clinical triage without giving medical advice
Holiday rentals
Guest enquiries and booking support
Hotels
Take reservation enquiries, answer guest questions, capture special requests and pass service issues to the front desk
Hotels / motels
Reservations, late check-ins, FAQs
House washing / soft washing
Property qualification, quote appointments
HVAC / Heat Pump Installers
Book repairs/install quotes, qualify property
Immigration advisers
Eligibility intake and consultations
Insulation companies
Property details and inspection booking
Insurance brokers
New leads, renewals, appointment scheduling
Insurance companies
Take first notice of loss, collect claim details and documents, answer policy questions and route claims to assessors
IT support/MSPs
Support-ticket intake and triage
Kitchen companies
Renovation qualification and consultations
Landscapers
Project qualification and site visits
Law firms
Client intake, matter categorisation, consultations
Lawn-care businesses
Address/property-size qualification, bookings
Locksmiths
Emergency qualification, location capture, dispatch
Marine mechanics
Boat/problem qualification and bookings
Marketing agencies
Prospect qualification and appointment setting
Massage therapists
Booking and availability management
Med spas / cosmetic clinics
Lead qualification, consultation booking
Mobile mechanics
Capture the enquiry, quote/estimate, schedule visit
Mortgage advisers
Borrower qualification and consultation bookings
Motorcycle dealers
Sales/service bookings and lead follow-up
Moving companies
Addresses, inventory, dates and quoting
Music schools
Trial lessons and scheduling
NGOs and charities
Answer donor and volunteer questions, register supporters, route service requests and prepare follow-ups for staff
Optometrists
Eye-test appointments, reminders, FAQs
Painting contractors
Residential/commercial lead qualification
Panel beaters
Accident intake, estimate booking, updates
Personal trainers
Lead qualification and consultation bookings
Pest control
Identify pest, property size, book treatment
Pet groomers
Breed/service capture and appointments
Physio clinics
Appointments, intake, rescheduling, reminders
Plumbers
Answer calls, qualify emergencies, book jobs, dispatch
Pool maintenance
Service bookings and recurring appointments
Portable toilet hire
Event/site qualification and bookings
Printers/signwriters
Quote requests and specification capture
Property managers
Tenant calls, maintenance triage, viewing bookings
Real estate agents
Buyer qualification, viewing bookings, vendor leads
Recruitment agencies
Candidate screening and interview scheduling
Restaurants
Reservations, opening hours, takeaway enquiries
Retailers
Answer stock, opening hours and order questions, take click-and-collect requests and capture complaints for review
Roofers
Capture leads, book inspections, qualify storm damage
Scaffolding companies
Site/job qualification and quote booking
Security companies
Enquiries, alarm response, sales qualification
Skip-bin hire
Bin size, location, dates and bookings
Solar installers
Home qualification, electricity spend, appointments
Storage businesses
Unit availability, pricing, reservations
Taxi/shuttle companies
Automated bookings and dispatch
Tour operators
Availability, bookings, itinerary questions
Towing companies
Location, vehicle, breakdown details, dispatch
Training providers
Course enquiries, enrolment qualification
Tutoring businesses
Student intake and lesson bookings
Tyre shops
Tyre size capture, quoting and bookings
Used-car dealers
Vehicle enquiries, finance leads, test-drive bookings
Veterinary clinics
Appointment booking and urgency screening with clinical escalation
Web agencies
Lead qualification and discovery-call booking
Wedding photographers
Date/venue qualification and consultations
Wedding venues
Date availability and viewing bookings
Window cleaners
Quote capture and scheduling
Your SAM, your specifications
Build the role around your business.
No generic script. Start with the calls you receive, the standards you expect and the decisions that need a person.
- 01
Define the role
Describe your services, coverage area, working hours, customer questions and the outcome the SAM owns.
- 02
Shape its voice and knowledge
Choose a name, tone and language preferences. Supply approved prices, procedures and examples of a good conversation.
- 03
Connect and test
Authorise the phone identity, calendar and customer systems. Test interruptions, uncertain answers, busy periods and human handoff.
- 04
Review and improve
Agree recording consent and retention. Confirm bookings, inspect summaries and update the role with reviewed feedback.
Straight answers
Before you put a SAM to work.
Is a SAM just a voice receptionist?
No. Smart Receptionist is one application. A SAM can be designed for sales, operations, support, finance or another defined role, using the same knowledge, tools and human authority model.
Can I choose a Kiwi accent and other languages?
Voice, pronunciation and language preferences form part of the role brief. The selected voice and language combination must be validated on the authorised calling route before deployment.
Can it book jobs or dispatch someone?
A deployment can be scoped to qualify a job, check service-area rules and propose an appointment. Confirmed bookings and dispatch require authorised systems, tested availability checks and the approval rules you set. Emergencies go to a named human escalation owner.
Are phone calls and messaging live in this demo?
The workspace illustrates these workflows with sample data. BuildLab generates live AI role plans; it does not execute bookings, dispatch, messaging or phone workflows. Production connections, capacity and availability are deployment-specific.
What does a custom SAM cost?
Pricing depends on the role, implementation, connected systems and usage. Ask for a scoped proposal covering setup, platform access, voice usage and support; this page does not offer an hourly price or guaranteed savings.
Pricing
Priced to the work your SAM does.
Every SAM is scoped to your calls, channels and approvals, so pricing is confirmed in a written proposal after your session — no hidden usage surprises.
Focused workflow
For a business introducing its first SAM-led process.
- One defined outcome, scoped end to end
- The SAM roles, knowledge and connections it needs
- Approval gates and success measures agreed up front
- Setup, training and go-live support
The right starting point when one queue hurts more than the rest.
Discuss this optionCoordinated team
For businesses connecting responsibilities across operations, sales, support and administration.
- Multiple SAM roles sharing workflows and memory
- Management views across the whole team
- Shared knowledge, governance and reporting
- A phased rollout agreed with your team
For when the first process holds and the next three are obvious.
Discuss this optionEnterprise deployment
For organisations with additional identity, governance, procurement, integration or hosting requirements.
- Architecture, contracts and responsibilities assessed together
- SSO, two-factor access and voice identity controls
- Custom integration and data-residency arrangements
- Agreed service levels and governance review
Scoped with your security, procurement and operations teams.
Discuss this optionFinal scope, limits and price are confirmed in your proposal.
Book a SAM model session
Book a SAM model session.
45 minutes with an ASAMIA specialist. We'll walk through the SAM roles, capabilities and approval controls that fit your operation, live.
- A live walkthrough of the workspace, Command Center and BuildLab
- SAM roles matched to the process you bring
- How human approvals, audit trails and access controls work
- Next steps for a focused pilot proposal
Build the team your business needs next.
Bring one process or your wider operating plan. We’ll help you map the roles, connections and controls for an ASAMIA deployment.
Meet SAM · Super Agent Model Explore the Typical SAM roles directoryMeet your digital team
Typical SAM roles directory
Almost any office job can be executed by a SAM. Use the ASAMIA BuildLab to quickly create and fill any human roles with a custom SAM, no coding or IT knowledge necessary.
Find or easily build the right SAM for your business: 81 roles with clear responsibilities, connected channels and human-led authority.
81 role templates · AI-generated fictional portraits
Operations Manager
Keep responsibilities, priorities and exceptions in view.
Office Administrator
Keep everyday business administration organised.
Receptionist
Give enquiries a clear and helpful first response.
Product and Service Support Specialist
Turn approved product knowledge into useful assistance.
Social Media Manager
Maintain an organised publishing and response workflow.
Accounts Assistant
Prepare accurate financial records for review.
Receivables and Collections Specialist
Follow up outstanding accounts with consistency and care.
Sales Manager
Keep pipeline actions and sales priorities visible.
Sales Development Representative
Turn approved prospecting into qualified conversations.
Business Development Manager
Prepare and progress relevant commercial opportunities.
Customer Success Manager
Help customers stay engaged and reach their next milestone.
Scheduling Coordinator
Match requests with the right people and available time.
Executive Assistant
Keep a leader’s preparation and follow-through organised.
Project Coordinator
Keep project actions and dependencies moving.
Procurement Assistant
Prepare purchasing decisions with clear supporting information.
Accounts Payable Assistant
Organise payable records and approval requests.
Payroll Administrator
Prepare payroll inputs and surface inconsistencies.
HR Administrator
Keep approved employee processes organised.
Recruitment Coordinator
Help organise applications and interview logistics.
Onboarding Specialist
Guide people through a clear start-to-finish checklist.
Research Analyst
Turn authorised sources into structured research drafts.
Reporting Analyst
Make business performance easier to inspect.
Quality Assurance Reviewer
Check completed work against an agreed standard.
IT Helpdesk Coordinator
Resolve routine access and support requests within policy.
Ecommerce Support Specialist
Keep order enquiries and service follow-up connected.
Dispatch Coordinator
Organise field requests and keep customers informed.
Property Administration Assistant
Keep property enquiries, visits and maintenance records organised.
Content and Newsletter Editor
Turn a brief into consistent editorial drafts.
Reputation Manager
Bring customer feedback into a considered response process.
Training Coordinator
Keep learning resources and participation organised.
Michael — Role Architect
Turn a business responsibility into a testable SAM design.
System Design SAM
Turn approved business requirements into system configuration.
Compliance Officer
Keep obligations, evidence and policy exceptions under review.
Human Resources Manager
Coordinate employee cases, policy guidance and workforce planning.
Claims Specialist
Prepare complete claims files and identify missing evidence.
Claims Operations Coordinator
Keep claim deadlines, documents and assessor handoffs organised.
Call Center Agent
Handle focused inbound enquiries and prepare clear follow-ups.
Contact Center Agent
Keep customer cases consistent across voice, email and chat.
Senior Sales Engineer
Turn technical discovery into a reviewed solution proposal.
Digital Advertising Specialist
Prepare paid campaigns with clear targeting and budget controls.
Video Producer
Coordinate scripts, shot lists and review-ready video assets.
Legal Advisor
Prepare legal research and document reviews for qualified counsel.
Marketing Manager
Connect campaigns, positioning and launch deadlines.
Web Designer
Translate brand and user needs into accessible page designs.
Web Developer
Prepare reviewed website changes and reproducible fixes.
SEO Specialist
Prioritise search improvements using site and query evidence.
Blog Author
Write source-grounded articles in the business voice.
Chief Executive Officer
Prepare decision briefs and coordinate strategic priorities.
Chief Operating Officer
Coordinate operating plans, capacity and cross-team exceptions.
Chief Financial Officer
Prepare financial scenarios, cash reviews and board reporting.
Chief Technology Officer
Organise technology choices, architecture reviews and delivery risks.
Chief Information Officer
Coordinate enterprise systems, access priorities and IT governance.
Chief Marketing Officer
Prepare market positioning and coordinated growth programmes.
Chief Revenue Officer
Align pipeline, sales execution and customer expansion priorities.
Chief People Officer
Prepare workforce strategy and people-risk decision briefs.
Chief Information Security Officer
Organise security risks, incident briefs and control reviews.
Chief Compliance Officer
Coordinate compliance obligations and accountable board reporting.
Chief Legal Officer
Organise enterprise legal matters and outside-counsel handoffs.
Chief Product Officer
Turn customer evidence into reviewed product priorities.
Chief Data Officer
Coordinate data quality, ownership and responsible analytics.
Chief Strategy Officer
Prepare strategic options from approved market evidence.
Chief Customer Officer
Connect customer feedback with retention and service priorities.
Banking Operations Assistant
Prepare banking service requests and reconciliation evidence.
Quality Assurance Analyst
Prepare test cases and trace defects to reproducible evidence.
Insurance Policy Administrator
Keep policy records, renewals and servicing requests organised.
Risk Analyst
Structure risk evidence and proposed mitigation actions.
Contract Administrator
Track contract obligations, review dates and approval handoffs.
Financial Planning Analyst
Prepare budgets, variance notes and decision scenarios.
Bookkeeping Specialist
Prepare coded transactions and reconciliation exceptions.
Supply Chain Analyst
Identify stock risks and supplier handoff priorities.
Inventory Coordinator
Keep stock records, count discrepancies and reorder reviews organised.
Customer Retention Specialist
Prepare renewal reviews and evidence-based recovery plans.
Technical Support Engineer
Diagnose product issues using approved troubleshooting procedures.
Cybersecurity Analyst
Triage security signals and prepare incident evidence.
Data Analyst
Turn approved datasets into traceable operational insights.
Business Analyst
Translate operational needs into clear requirements and acceptance criteria.
Product Manager
Prepare product discovery, prioritisation and release briefs.
Graphic Designer
Prepare brand-consistent visual assets for review.
Public Relations Coordinator
Prepare media briefs, approved statements and response tracking.
Learning and Development Manager
Map skills needs to reviewed training programmes.
SAM Department Manager
Coordinate your department’s SAM team, review its work and keep your priorities moving.
Your digital office, coordinated.
A suggested core team includes an Operations Manager, Office Administrator, Receptionist, Product and Service Support Specialist, Social Media Manager, Accounts Assistant, Receivables Specialist, Sales Manager, at least one SDR and at least one Business Development Manager. Scale the mix to your business; a template is not a staffing or pricing commitment.
Don’t see your role? Design it with Michael.SAM · Super Agent Model
Your business. Your own digital employee.
A custom role with your knowledge, a professional voice and clear authority — built to keep enquiries and work moving.
Work on your terms
Separate sales calls from genuine jobs, prioritise follow-ups and keep sensitive commitments with the person responsible.
Turn enquiries into next steps
Capture location, job details and availability, then prepare a booking your team can confirm, reschedule or decline.
An after-hours front desk
Collect overnight enquiries for the next working day; route urgent requests to a named person rather than leaving them in voicemail.
One role, connected conversations
Plan consistent service across WhatsApp, Instagram, Messenger, web chat, SMS, email, Zoom and Teams using authorised connections.
Built on AI models that score around 130 on IQ-style reasoning tests.
Role builder
Design a SAM role of your own.
Write the responsibilities, decide which ones need a person's sign-off, and choose the capabilities the role relies on. Roles you build are saved in this browser only.
Responsibilities and approval levels
Use a manager or executive approval for anything that sends messages, spends money, changes contracts or touches sensitive information.