Second Nature, an Israeli startup that leverages artificial intelligence to train sales and service teams through realistic roleplays, has secured $22 million in a Series B funding round led by Sienna VC. Other investors include Bright Pixel, StageOne Ventures, Cardumen, Signals VC, and Zoom, which is also one of its customers. This latest funding raises the total capital raised by the company to $80 million since its inception in 2019. The company was co-founded by Ariel Hitron, a former Kaltura executive, and Alon Shalita, who previously served as a lead engineer at Facebook. Employing 45 people, Second Nature has created a platform that uses conversational AI to simulate sales and customer service interactions.

The system processes a company’s sales materials, recorded calls, and playbooks to generate data-driven roleplays featuring virtual avatars that can replicate objections, customer moods, and complex scenarios. Following each session, users receive personalized feedback and performance scores, enabling organizations to efficiently train large teams with minimal supervision. The company claims that customers can launch their first AI-driven roleplays within an hour of onboarding, with support for 20 languages and various conversational styles. Among clients like Zoom, Oracle, Adobe, Teleperformance, and Check Point, companies have reported sales growth exceeding 20% after an average of just 30 minutes of training per employee. Additionally, onboarding times have significantly decreased, sometimes by as much as three weeks.