Company

Fluent in 50+ languages, because of Italy

Exerta detects your audience's language and replies in kind, across 50+ languages. That feature exists because of a very specific, very expensive lesson involving Italy.

4 min read

read

·

a black and white photo of a bunch of flowers

An article by

Mykolas Marcinkevicius

Co-founder & CEO

Before Exerta existed, our founder was a performance marketer with his first internationally winning campaign, running in Italy. The ads worked. Then they stopped. The culprit was sitting in the comment section: a growing pile of insults and scam accusations, in Italian, doing exactly what visible negativity does to conversion.



The keyword list that could not exist

The obvious fix was a blocklist. The problem is that there are infinite ways to spell an insult in any language, and he did not speak Italian. Every list was outdated the moment it shipped. Multiply that by every language your ads reach and the approach collapses: you cannot enumerate human creativity, especially the hostile kind.



Understanding beats matching

The lesson stuck: moderation and engagement cannot be a matching problem, they have to be an understanding problem. Exerta's agents read meaning, not strings. A scam accusation in Italian, a shipping question in German, a discount ask in Portuguese, each gets recognized for what it is and handled accordingly, in the commenter's own language.



Why this matters more every year

Winning creatives travel. The brands we work with routinely find their best ad suddenly performing in markets they never planned for. When that happens, engagement coverage in that language is already on, no hiring, no agencies, no waking anyone up. The Italian campaign died for a reason that no longer has to exist.

Get started today

Stop losing sales you already paid for.

Connect your channels in about a minute. Your AI employees start answering, moderating and closing the same day.

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Live in under 5 minutes

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Cancel anytime

Get started today

Stop losing sales you already paid for.

Connect your channels in about a minute. Your AI employees start answering, moderating and closing the same day.

No credit card required

Live in under 5 minutes

250+ brands running

Cancel anytime

Get started today

Stop losing sales you already paid for.

Connect your channels in about a minute. Your AI employees start answering, moderating and closing the same day.

No credit card required

Live in under 5 minutes

250+ brands running

Cancel anytime

AI employees that answer every buyer, protect your ad spend and close sales around the clock.

All systems operational · 99.98% uptime last 90 days

SOC 2

Type II

GDPR

Compliant

99.9% SLA

Uptime

24/7

Support

1. Pricing and billing All prices displayed on exerta.ai are in US dollars and exclude applicable taxes unless stated otherwise. Prices are subject to change. Existing subscribers will receive at least 30 days’ written notice before any price increase takes effect on their account. Annual plan savings are calculated by comparing the annual billing rate to the equivalent monthly billing rate multiplied by 12.

2. Run and usage statisticsRevenue, engagement and success figures are based on aggregated platform data and customer-reported results across 250+ brands, and are updated periodically.

3. Time-to-value claims Statements such as “set up in under 5 minutes” and “live in seconds” reflect median setup times observed across new users completing standard workflow configurations using pre-built templates. Actual setup time may vary depending on the complexity of the workflow, the number of integrations connected, and the user’s familiarity with automation tools.

4. AI step suggestions Exerta’s AI features are powered by a blend of leading AI models, anchored by our own fine-tuned engagement model. Suggestion quality, accuracy and availability may vary. Exerta does not guarantee that AI-generated output will be accurate, complete or suitable for any particular use case. Review AI output before acting on it.

5. Integration availability The number of native integrations referenced on this website reflects integrations available at the time of last update. Integration availability may vary by subscription plan. Third-party integrations are subject to the terms, availability and API limitations of the respective third-party providers. Exerta does not guarantee the continued availability of any specific integration and is not responsible for disruptions caused by changes to third-party APIs or services.

6. Uptime and SLA The 99.9% uptime figure refers to our published Service Level Agreement (SLA) target for Growth and Enterprise plan customers. Actual uptime is measured on a monthly basis and excludes scheduled maintenance windows, force majeure events, and outages caused by third-party infrastructure providers. Historical uptime data is available at exerta.ai/status. SLA credits are available to eligible customers as described in the Terms of Service.

7. Security and compliance certifications Exerta’s SOC 2 Type II (coming soon) certification covers the security, availability, processing integrity, confidentiality and privacy trust service criteria. GDPR compliance reflects our internal data protection practices and contractual commitments. HIPAA compliance is available exclusively on Enterprise plans and requires execution of a Business Associate Agreement (BAA). ISO 27001 certification is currently in progress. Compliance certifications are subject to annual renewal and audit. Copies of our most recent compliance reports are available to Enterprise customers under NDA upon request.

8. Customer testimonials and case studies Testimonials, quotes and case study results featured on this website reflect the experiences of individual customers and are not necessarily representative of the results achieved by all users. Results depend on a wide range of factors including team size, use case, workflow complexity, data quality and time invested in configuration. Exerta does not guarantee that any customer will achieve the same or similar results.

9. Third-party service marks and logos All third-party brand names, logos and service marks referenced on this website — including but not limited to Slack, HubSpot, Stripe, Gmail, Notion, Linear, Airtable, Zapier, Intercom, Clearbit, Salesforce, GitHub, Typeform, Jira and others — are the property of their respective owners. Reference to these brands does not imply endorsement of Exerta by those companies, nor endorsement of those companies by Exerta. Integration functionality is dependent on the APIs and terms of service of each respective provider.

10. Free plan limitations The Starter plan is free indefinitely and does not require a credit card. Free plan usage is subject to the limits described on our pricing page, including a maximum of 3 active agents and 500 runs per month. Exerta reserves the right to modify the features and limits of the free plan at any time with reasonable notice to existing free plan users.

11. Trial periods Free trial periods are available on paid plans as described at the time of signup. At the end of the trial period, the selected payment method will be charged at the applicable plan rate unless the subscription is cancelled before the trial expires. Trial periods are available once per customer and may not be combined with other promotional offers.

12. Data processing and privacy Exerta processes personal data in accordance with our Privacy Policy and Data Processing Agreement. Data residency options (US and EU) are available on all paid plans. The data residency region is selected at account creation and cannot be changed without contacting our support team. Customers responsible for processing personal data of EEA or UK residents are advised to execute our standard Data Processing Agreement, available at exerta.ai/legal/dpa.

13. Run log retention Run log history is retained for 7 days on the Starter plan, 90 days on the Growth plan, and indefinitely on the Enterprise plan. Log data older than the applicable retention limit is automatically and permanently deleted and cannot be recovered. Customers requiring longer retention periods should upgrade to an appropriate plan before the retention limit is reached.

14. AI model providers Exerta uses a blend of leading AI models together with our own fine-tuned engagement model, specialized for customer engagement. Model composition may change as we improve the product.

15. Mobile and desktop applications The Exerta desktop application is available for macOS and Windows. The mobile application is available for iOS (version 16 and above) and Android (version 12 and above). Application features may vary between platforms and may not be identical to the web application. Certain advanced features, including workflow building and full run log inspection, are available on desktop only. Application updates are released on a rolling basis and may be required to access new features or security patches.

16. Template library The agent templates available in the Exerta templates library are provided as starting points and are not guaranteed to be suitable for any specific use case without modification. Template configurations may reference third-party integrations that require separate accounts and subscriptions with those providers. Exerta does not guarantee the continued availability or accuracy of any specific template.

17. Website content accuracy The information on this website is provided for general informational purposes only and is subject to change without notice. While we make every effort to keep the content accurate and up to date, Exerta makes no warranties or representations, express or implied, about the completeness, accuracy, reliability or suitability of the information contained on this website for any particular purpose.

18. Promotional offers and discounts Promotional pricing, discounts and special offers are subject to additional terms and conditions communicated at the time of the offer. Offers cannot be applied retroactively to existing subscriptions and may not be combined with other promotions unless explicitly stated. Exerta reserves the right to modify or discontinue promotional offers at any time.

19. Startup and non-profit programs Eligibility for our startup and non-profit discount programs is assessed at Exerta’s sole discretion based on the criteria described in our support documentation. Approved discounts apply to the base subscription price only and do not apply to add-ons, Enterprise features or professional services. Discount eligibility is subject to annual review.

20. Intellectual property All content on this website, including text, graphics, logos, icons, images, audio clips, digital downloads and software, is the property of Exerta, Inc. or its content suppliers and is protected by applicable intellectual property laws. Exerta® is a registered trademark of Exerta, Inc. Unauthorised reproduction, distribution or modification of any content from this website is prohibited without prior written consent.

21. Accessibility Exerta is committed to making its website and application accessible to all users, including those with disabilities. We aim to conform to the Web Content Accessibility Guidelines (WCAG) 2.1 at Level AA. If you experience any accessibility barriers, please contact us at accessibility@exerta.ai and we will make every effort to provide an accessible alternative.

22. Governing jurisdiction This website is operated by Exerta, Inc., a corporation incorporated in the State of Delaware, United States. References to “we”, “us” and “our” throughout this website refer to Exerta, Inc. The use of this website and our Services is governed by the laws of the State of Delaware, United States, as described in our Terms of Service.

AI employees that answer every buyer, protect your ad spend and close sales around the clock.

All systems operational · 99.98% uptime last 90 days

SOC 2

Type II

GDPR

Compliant

99.9% SLA

Uptime

24/7

Support

1. Pricing and billing All prices displayed on exerta.ai are in US dollars and exclude applicable taxes unless stated otherwise. Prices are subject to change. Existing subscribers will receive at least 30 days’ written notice before any price increase takes effect on their account. Annual plan savings are calculated by comparing the annual billing rate to the equivalent monthly billing rate multiplied by 12.

2. Run and usage statisticsRevenue, engagement and success figures are based on aggregated platform data and customer-reported results across 250+ brands, and are updated periodically.

3. Time-to-value claims Statements such as “set up in under 5 minutes” and “live in seconds” reflect median setup times observed across new users completing standard workflow configurations using pre-built templates. Actual setup time may vary depending on the complexity of the workflow, the number of integrations connected, and the user’s familiarity with automation tools.

4. AI step suggestions Exerta’s AI features are powered by a blend of leading AI models, anchored by our own fine-tuned engagement model. Suggestion quality, accuracy and availability may vary. Exerta does not guarantee that AI-generated output will be accurate, complete or suitable for any particular use case. Review AI output before acting on it.

5. Integration availability The number of native integrations referenced on this website reflects integrations available at the time of last update. Integration availability may vary by subscription plan. Third-party integrations are subject to the terms, availability and API limitations of the respective third-party providers. Exerta does not guarantee the continued availability of any specific integration and is not responsible for disruptions caused by changes to third-party APIs or services.

6. Uptime and SLA The 99.9% uptime figure refers to our published Service Level Agreement (SLA) target for Growth and Enterprise plan customers. Actual uptime is measured on a monthly basis and excludes scheduled maintenance windows, force majeure events, and outages caused by third-party infrastructure providers. Historical uptime data is available at exerta.ai/status. SLA credits are available to eligible customers as described in the Terms of Service.

7. Security and compliance certifications Exerta’s SOC 2 Type II (coming soon) certification covers the security, availability, processing integrity, confidentiality and privacy trust service criteria. GDPR compliance reflects our internal data protection practices and contractual commitments. HIPAA compliance is available exclusively on Enterprise plans and requires execution of a Business Associate Agreement (BAA). ISO 27001 certification is currently in progress. Compliance certifications are subject to annual renewal and audit. Copies of our most recent compliance reports are available to Enterprise customers under NDA upon request.

8. Customer testimonials and case studies Testimonials, quotes and case study results featured on this website reflect the experiences of individual customers and are not necessarily representative of the results achieved by all users. Results depend on a wide range of factors including team size, use case, workflow complexity, data quality and time invested in configuration. Exerta does not guarantee that any customer will achieve the same or similar results.

9. Third-party service marks and logos All third-party brand names, logos and service marks referenced on this website — including but not limited to Slack, HubSpot, Stripe, Gmail, Notion, Linear, Airtable, Zapier, Intercom, Clearbit, Salesforce, GitHub, Typeform, Jira and others — are the property of their respective owners. Reference to these brands does not imply endorsement of Exerta by those companies, nor endorsement of those companies by Exerta. Integration functionality is dependent on the APIs and terms of service of each respective provider.

10. Free plan limitations The Starter plan is free indefinitely and does not require a credit card. Free plan usage is subject to the limits described on our pricing page, including a maximum of 3 active agents and 500 runs per month. Exerta reserves the right to modify the features and limits of the free plan at any time with reasonable notice to existing free plan users.

11. Trial periods Free trial periods are available on paid plans as described at the time of signup. At the end of the trial period, the selected payment method will be charged at the applicable plan rate unless the subscription is cancelled before the trial expires. Trial periods are available once per customer and may not be combined with other promotional offers.

12. Data processing and privacy Exerta processes personal data in accordance with our Privacy Policy and Data Processing Agreement. Data residency options (US and EU) are available on all paid plans. The data residency region is selected at account creation and cannot be changed without contacting our support team. Customers responsible for processing personal data of EEA or UK residents are advised to execute our standard Data Processing Agreement, available at exerta.ai/legal/dpa.

13. Run log retention Run log history is retained for 7 days on the Starter plan, 90 days on the Growth plan, and indefinitely on the Enterprise plan. Log data older than the applicable retention limit is automatically and permanently deleted and cannot be recovered. Customers requiring longer retention periods should upgrade to an appropriate plan before the retention limit is reached.

14. AI model providers Exerta uses a blend of leading AI models together with our own fine-tuned engagement model, specialized for customer engagement. Model composition may change as we improve the product.

15. Mobile and desktop applications The Exerta desktop application is available for macOS and Windows. The mobile application is available for iOS (version 16 and above) and Android (version 12 and above). Application features may vary between platforms and may not be identical to the web application. Certain advanced features, including workflow building and full run log inspection, are available on desktop only. Application updates are released on a rolling basis and may be required to access new features or security patches.

16. Template library The agent templates available in the Exerta templates library are provided as starting points and are not guaranteed to be suitable for any specific use case without modification. Template configurations may reference third-party integrations that require separate accounts and subscriptions with those providers. Exerta does not guarantee the continued availability or accuracy of any specific template.

17. Website content accuracy The information on this website is provided for general informational purposes only and is subject to change without notice. While we make every effort to keep the content accurate and up to date, Exerta makes no warranties or representations, express or implied, about the completeness, accuracy, reliability or suitability of the information contained on this website for any particular purpose.

18. Promotional offers and discounts Promotional pricing, discounts and special offers are subject to additional terms and conditions communicated at the time of the offer. Offers cannot be applied retroactively to existing subscriptions and may not be combined with other promotions unless explicitly stated. Exerta reserves the right to modify or discontinue promotional offers at any time.

19. Startup and non-profit programs Eligibility for our startup and non-profit discount programs is assessed at Exerta’s sole discretion based on the criteria described in our support documentation. Approved discounts apply to the base subscription price only and do not apply to add-ons, Enterprise features or professional services. Discount eligibility is subject to annual review.

20. Intellectual property All content on this website, including text, graphics, logos, icons, images, audio clips, digital downloads and software, is the property of Exerta, Inc. or its content suppliers and is protected by applicable intellectual property laws. Exerta® is a registered trademark of Exerta, Inc. Unauthorised reproduction, distribution or modification of any content from this website is prohibited without prior written consent.

21. Accessibility Exerta is committed to making its website and application accessible to all users, including those with disabilities. We aim to conform to the Web Content Accessibility Guidelines (WCAG) 2.1 at Level AA. If you experience any accessibility barriers, please contact us at accessibility@exerta.ai and we will make every effort to provide an accessible alternative.

22. Governing jurisdiction This website is operated by Exerta, Inc., a corporation incorporated in the State of Delaware, United States. References to “we”, “us” and “our” throughout this website refer to Exerta, Inc. The use of this website and our Services is governed by the laws of the State of Delaware, United States, as described in our Terms of Service.

AI employees that answer every buyer, protect your ad spend and close sales around the clock.

All systems operational · 99.98% uptime last 90 days

SOC 2

Type II

GDPR

Compliant

99.9% SLA

Uptime

24/7

Support

1. Pricing and billing All prices displayed on exerta.ai are in US dollars and exclude applicable taxes unless stated otherwise. Prices are subject to change. Existing subscribers will receive at least 30 days’ written notice before any price increase takes effect on their account. Annual plan savings are calculated by comparing the annual billing rate to the equivalent monthly billing rate multiplied by 12.

2. Run and usage statisticsRevenue, engagement and success figures are based on aggregated platform data and customer-reported results across 250+ brands, and are updated periodically.

3. Time-to-value claims Statements such as “set up in under 5 minutes” and “live in seconds” reflect median setup times observed across new users completing standard workflow configurations using pre-built templates. Actual setup time may vary depending on the complexity of the workflow, the number of integrations connected, and the user’s familiarity with automation tools.

4. AI step suggestions Exerta’s AI features are powered by a blend of leading AI models, anchored by our own fine-tuned engagement model. Suggestion quality, accuracy and availability may vary. Exerta does not guarantee that AI-generated output will be accurate, complete or suitable for any particular use case. Review AI output before acting on it.

5. Integration availability The number of native integrations referenced on this website reflects integrations available at the time of last update. Integration availability may vary by subscription plan. Third-party integrations are subject to the terms, availability and API limitations of the respective third-party providers. Exerta does not guarantee the continued availability of any specific integration and is not responsible for disruptions caused by changes to third-party APIs or services.

6. Uptime and SLA The 99.9% uptime figure refers to our published Service Level Agreement (SLA) target for Growth and Enterprise plan customers. Actual uptime is measured on a monthly basis and excludes scheduled maintenance windows, force majeure events, and outages caused by third-party infrastructure providers. Historical uptime data is available at exerta.ai/status. SLA credits are available to eligible customers as described in the Terms of Service.

7. Security and compliance certifications Exerta’s SOC 2 Type II (coming soon) certification covers the security, availability, processing integrity, confidentiality and privacy trust service criteria. GDPR compliance reflects our internal data protection practices and contractual commitments. HIPAA compliance is available exclusively on Enterprise plans and requires execution of a Business Associate Agreement (BAA). ISO 27001 certification is currently in progress. Compliance certifications are subject to annual renewal and audit. Copies of our most recent compliance reports are available to Enterprise customers under NDA upon request.

8. Customer testimonials and case studies Testimonials, quotes and case study results featured on this website reflect the experiences of individual customers and are not necessarily representative of the results achieved by all users. Results depend on a wide range of factors including team size, use case, workflow complexity, data quality and time invested in configuration. Exerta does not guarantee that any customer will achieve the same or similar results.

9. Third-party service marks and logos All third-party brand names, logos and service marks referenced on this website — including but not limited to Slack, HubSpot, Stripe, Gmail, Notion, Linear, Airtable, Zapier, Intercom, Clearbit, Salesforce, GitHub, Typeform, Jira and others — are the property of their respective owners. Reference to these brands does not imply endorsement of Exerta by those companies, nor endorsement of those companies by Exerta. Integration functionality is dependent on the APIs and terms of service of each respective provider.

10. Free plan limitations The Starter plan is free indefinitely and does not require a credit card. Free plan usage is subject to the limits described on our pricing page, including a maximum of 3 active agents and 500 runs per month. Exerta reserves the right to modify the features and limits of the free plan at any time with reasonable notice to existing free plan users.

11. Trial periods Free trial periods are available on paid plans as described at the time of signup. At the end of the trial period, the selected payment method will be charged at the applicable plan rate unless the subscription is cancelled before the trial expires. Trial periods are available once per customer and may not be combined with other promotional offers.

12. Data processing and privacy Exerta processes personal data in accordance with our Privacy Policy and Data Processing Agreement. Data residency options (US and EU) are available on all paid plans. The data residency region is selected at account creation and cannot be changed without contacting our support team. Customers responsible for processing personal data of EEA or UK residents are advised to execute our standard Data Processing Agreement, available at exerta.ai/legal/dpa.

13. Run log retention Run log history is retained for 7 days on the Starter plan, 90 days on the Growth plan, and indefinitely on the Enterprise plan. Log data older than the applicable retention limit is automatically and permanently deleted and cannot be recovered. Customers requiring longer retention periods should upgrade to an appropriate plan before the retention limit is reached.

14. AI model providers Exerta uses a blend of leading AI models together with our own fine-tuned engagement model, specialized for customer engagement. Model composition may change as we improve the product.

15. Mobile and desktop applications The Exerta desktop application is available for macOS and Windows. The mobile application is available for iOS (version 16 and above) and Android (version 12 and above). Application features may vary between platforms and may not be identical to the web application. Certain advanced features, including workflow building and full run log inspection, are available on desktop only. Application updates are released on a rolling basis and may be required to access new features or security patches.

16. Template library The agent templates available in the Exerta templates library are provided as starting points and are not guaranteed to be suitable for any specific use case without modification. Template configurations may reference third-party integrations that require separate accounts and subscriptions with those providers. Exerta does not guarantee the continued availability or accuracy of any specific template.

17. Website content accuracy The information on this website is provided for general informational purposes only and is subject to change without notice. While we make every effort to keep the content accurate and up to date, Exerta makes no warranties or representations, express or implied, about the completeness, accuracy, reliability or suitability of the information contained on this website for any particular purpose.

18. Promotional offers and discounts Promotional pricing, discounts and special offers are subject to additional terms and conditions communicated at the time of the offer. Offers cannot be applied retroactively to existing subscriptions and may not be combined with other promotions unless explicitly stated. Exerta reserves the right to modify or discontinue promotional offers at any time.

19. Startup and non-profit programs Eligibility for our startup and non-profit discount programs is assessed at Exerta’s sole discretion based on the criteria described in our support documentation. Approved discounts apply to the base subscription price only and do not apply to add-ons, Enterprise features or professional services. Discount eligibility is subject to annual review.

20. Intellectual property All content on this website, including text, graphics, logos, icons, images, audio clips, digital downloads and software, is the property of Exerta, Inc. or its content suppliers and is protected by applicable intellectual property laws. Exerta® is a registered trademark of Exerta, Inc. Unauthorised reproduction, distribution or modification of any content from this website is prohibited without prior written consent.

21. Accessibility Exerta is committed to making its website and application accessible to all users, including those with disabilities. We aim to conform to the Web Content Accessibility Guidelines (WCAG) 2.1 at Level AA. If you experience any accessibility barriers, please contact us at accessibility@exerta.ai and we will make every effort to provide an accessible alternative.

22. Governing jurisdiction This website is operated by Exerta, Inc., a corporation incorporated in the State of Delaware, United States. References to “we”, “us” and “our” throughout this website refer to Exerta, Inc. The use of this website and our Services is governed by the laws of the State of Delaware, United States, as described in our Terms of Service.