According to Forbes, Bret Taylor and Clay Bavor have built Sierra into a $10 billion startup that creates AI customer service agents for major brands. The company is on track to exceed $100 million in annualized revenue by the end of January 2025, serving clients including The North Face, Rivian, ADT, and SiriusXM. Over half of Sierra’s customers have revenue exceeding $1 billion, with 20% topping $10 billion in revenue. In September 2024, the company raised $350 million in funding led by Greenoaks Capital, officially making both founders billionaires with roughly 25% stakes each. The startup has developed a quirky culture that includes blowing an 11.5-foot alphorn to celebrate new customer signings instead of using a traditional sales gong.
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<h2 id="the-ai-customer-service-landscape”>The crowded AI customer service landscape
Here’s the thing about AI customer service – everyone and their mother is jumping into this space right now. Sierra competes against well-funded rivals like $1.5 billion-valued Decagon, New Jersey-based Kustomer, and established players like Intercom. The market is projected to hit $50 billion by 2030, which explains why even Taylor’s old boss Mark Zuckerberg is building complementary tools at Meta. But Sierra’s focusing specifically on large enterprises rather than small businesses, which gives them a different positioning in this increasingly crowded field.
Why these founders are different
In an AI gold rush dominated by twenty-something founders, Taylor and Bavor represent something increasingly rare: seasoned executives with decades at the biggest tech companies. Taylor’s resume reads like Silicon Valley royalty – he co-created Google Maps, became Facebook’s CTO, served as Twitter’s board chairman during the Musk takeover drama, was co-CEO of Salesforce, and now chairs OpenAI. Bavor spent 18 years at Google, leading products like Gmail and Docs before pioneering VR efforts including Google Cardboard. Their combined experience across consumer and enterprise tech gives them a unique advantage when building products that serve big companies but are used by everyday consumers.
More than just an alphorn gimmick
The whole alphorn thing isn’t just a quirky PR stunt – it symbolizes how Sierra is trying to stand out in a market where differentiation is everything. While competitors are busy raising money and scaling, Taylor and Bavor are building a distinct culture that reflects their mountainous branding. They’ve blown that horn “hundreds” of times according to Taylor, which suggests serious customer traction. But behind the fun stuff lies a serious business targeting the most complex customer service problems that other AI tools can’t handle. As their recent expansion shows, they’re thinking big about where this technology can go.
Where this is all headed
The vision Taylor and Bavor describe goes way beyond today’s clunky chatbots. They see AI agents becoming the primary way businesses interact with customers across text, phone calls, apps, and WhatsApp. Instead of just handling complaints, these agents would proactively offer personalized recommendations – like your phone carrier suggesting free gigabytes when you land abroad. Basically, they’re aiming for the kind of personalization that the internet promised but never really delivered beyond targeted ads. Whether they can actually pull this off remains to be seen, but with $350 million in fresh funding and billionaire status secured, they’ve certainly bought themselves the runway to try.
