ISA
ISA is an Italian voice AI platform for the automotive trade. It answers calls, WhatsApp, email and web chat around the clock, books appointments, updates the CRM and qualifies leads, escalating to staff with full context.
What is ISA?
ISA is a conversational AI platform built by the Italian software company HubTec for businesses that field high volumes of customer contact, with a deliberate focus on the automotive trade. It answers the telephone and replies on WhatsApp, email and web chat, and — this is its distinguishing claim — carries out real operations inside the customer's own systems while the conversation is still running.
In practice that means ISA picks up an incoming call, understands the request, checks the workshop or showroom calendar, books the appointment, writes the details into the CRM or dealer management system and sends a confirmation, with no manual step in between. On the outbound side it runs callback campaigns, appointment confirmations, service recalls, post-service quality surveys and upsell or cross-sell campaigns against an existing customer base. When a request is too complex or too urgent, it transfers the conversation to a human agent with the context already gathered, so the caller does not have to start again.
The vendor names six target segments: dealerships, workshops, body shops, rental companies, tyre centres and authorised service centres. HubTec claims models trained natively on Italian rather than adapted from foreign ones, able to cope with accents, dialects and trade jargon as well as interruptions and overlapping speech. Published capability figures include more than 100 concurrent calls, an average response time of 0.4 seconds, sub-500 millisecond latency and 15 languages, although those languages are never listed.
Around the conversational core sit a no-code flow builder for editing dialogue paths, real-time dashboards carrying transcripts, sentiment analysis and resolution rates, and enterprise plumbing: multi-tenancy, single sign-on, an audit trail and role management. The company states that hosting is EU-only, with no transfer outside the EEA, and describes GDPR compliance as designed in from the start.
Adoption is a guided project rather than a self-serve signup: four weeks from connection to optimisation, with the Italian FAQ putting a basic integration at five to seven working days. There is no public pricing and no free tier — every route on the site ends at a demo request.
What it does
- Answers inbound calls in real time, day and night, on more than 100 lines at once
- Checks availability and books service or sales appointments straight into the calendar
- Writes customer and appointment details into the CRM or dealer management system mid-call
- Qualifies inbound leads and routes them to the sales team with the context captured
- Runs outbound campaigns: callbacks, confirmations, service recalls and commercial follow-ups
- Collects post-service feedback, measures satisfaction and flags problems to the team
- Hands complex or urgent conversations to a human agent, carrying the context across
When to use ISA / When not to
A quick filter to help you decide if ISA is the right fit.
When to use ISA
- Dealership groups whose salespeople cannot call every website lead back quickly enough
- Service workshops losing bookings to missed calls during peak hours and after closing
- Body shops fielding repeated quote, claim and insurance enquiries on the same repair
- Vehicle rental and fleet businesses handling availability, extensions and returns out of hours
- Tyre centres and authorised service centres facing seasonal call spikes they cannot staff for
When not to use ISA
- Buyers who need a published price before they will talk to a salesperson
- Teams looking for a free plan or a self-serve trial, neither of which exists here
- Businesses outside the automotive sector, which the site never addresses
- Anyone wanting to be live in a day: rollout is a guided project of several weeks
- Developers expecting public API documentation they can read before committing
How to use ISA
A typical end-to-end flow, from setup to results.
- Submit the demo request form on the contact or request-a-demo page, stating your monthly call volume
- Scope the project with HubTec: which numbers, channels, sites and departments ISA will cover
- Week 1 — connect ISA to the phone line, the CRM and the workshop or dealer management software
- Week 2 — train ISA on your tone of voice, FAQs, processes and knowledge base
- Week 2 — test the conversation flows against real-world scenarios before exposing them to customers
- Week 3 — go live gradually, starting with controlled slots such as evenings and weekends
- Week 3 — widen coverage as containment and accuracy hold up
- Week 4 — review KPIs, sentiment and conversation flows with the HubTec team
- Adjust dialogue paths yourself afterwards in the no-code flow builder, without developer help
- Monitor transcripts, resolution rates and satisfaction from the real-time dashboards
Pros & Cons
Pros
- Genuinely specialised in automotive, with six named segments and concrete trade workflows
- Four named customer case studies published with figures, not anonymous testimonials
- EU-only hosting claimed for platform data, with no transfer outside the EEA
- Models presented as trained natively on Italian rather than translated from other markets
- Acts inside your systems during the call instead of only answering questions
- Short stated time to production: four weeks end to end, five to seven days for a basic integration
- Recognised as the sector's most innovative startup at Automotive Dealer Day 2025
Cons
- No public pricing at all, so the cost cannot be assessed without contacting sales
- No public API documentation despite the claim that ISA is built with open APIs
- No security certification published: neither ISO 27001 nor SOC 2, and GDPR compliance is asserted without evidence
- No named integrations, only categories such as CRM, DMS and workshop management software
- Fifteen supported languages are advertised but never listed; only Italian and English are verifiable
- Performance and results figures are vendor claims with no methodology or measurement period
- The site is entirely client-rendered, and its English translation is incomplete in places
Pricing & Plans
HubTec publishes no pricing for ISA. There is no pricing page, no plan table and no monetary amount anywhere in the site's content, and neither the sitemap nor the llms.txt file lists such a page. No permanent free plan and no free trial are advertised; the only free offer is a demonstration. Every route to purchase runs through a demo request handled by the sales team, and that form segments prospects by monthly call volume — under 500, 500 to 1,000, 1,000 to 5,000, and more than 5,000 — which points to volume-based pricing without disclosing any rate. One caution: the single euro figure shown on the site, 340 euros, is the average loss the vendor attributes to a missed lead on the customer's side. It is not a price for ISA.
Data, GDPR & hosting
A consolidated view of how ISA handles your data.
GDPR overview
GDPR implementation is documented at website level only. The privacy policy, generated with iubenda and last amended on 3 August 2026, names HubTec srl as data controller and lists the full set of data subject rights: withdrawal of consent, objection, access, rectification, restriction, erasure, portability and complaint to a supervisory authority. Requests go to info@hubtec.it, cost nothing and are answered within one month, and the policy supplies pre-filled request templates. The legal bases cited are consent, performance of a contract, legal obligation, public interest and legitimate interest. No data protection officer is designated, and no Article 27 representative is named because none is required for a publisher established in Italy. On the product side the site claims GDPR compliance by design, but publishes no certificate, audit report or trust page to support that claim.
Who owns the data?
The terms published for www.myisa.ai are an iubenda template covering use of the website itself, not a service contract for the ISA platform. Under them, all content on the site belongs to HubTec srl or its licensors, and trademarks, patents and designs remain the company's exclusive property. HubTec srl, VAT 04965500236, is also named as the data controller for personal data collected through the site. Nothing published states who owns the call recordings, transcripts and conversation data that the ISA platform processes for a client, nor what HubTec may do with them or with whom it may share them. That question is left to a commercial contract that is not public.
Reuse rights
The published terms are restrictive and give the end user no reuse rights. Users may not reproduce, duplicate, copy, sell, resell or otherwise exploit the site or the service, in whole or in part, without HubTec's prior written consent or a legitimate reseller programme. Permitted use is limited to the purposes for which the service is offered and to what applicable law allows, and each user is solely responsible for ensuring their use breaches no law or third-party right. For the ISA platform itself, no published document says whether a client may export or reuse its own conversation data, recordings or transcripts, so that has to be settled in the contract.
Data retention & training
Hosting summary
HubTec states that ISA's hosting is EU-only, with no transfer of data outside the European Economic Area, and presents this as GDPR compliance built in from the start rather than added afterwards. No specific country, data centre or cloud region is named. The privacy policy for www.myisa.ai identifies Amazon Web Services as the hosting and backend infrastructure provider and gives the place of processing as the European Union, which is consistent, but that document describes the marketing website rather than the platform. The same policy also declares several processing operations in the United States — Microsoft Clarity for session recording, Google reCAPTCHA for spam protection and Meta's advertising services — so the EU-only statement should be read as applying to platform data, not to every component of the site. There is no trust or security page, no subprocessor list specific to the platform and no published certification. The website itself is served from Lovable infrastructure behind Cloudflare's anycast network, which indicates nothing about where customer conversation data is stored.
Things to keep in mind
Risks and trade-offs to weigh before adopting ISA.
- Contract terms carry the answers the website does not: price, data ownership and exit are all settled off-site
- Call recordings and transcripts are sensitive personal data, yet no retention period or deletion rule is published for them
- Nothing states whether your customers' conversations feed model training, and no opt-out is documented
- EU-only hosting is claimed for the platform while the site's own policy declares US processing for its trackers: check which applies to your data
- Automating first-line contact can quietly erode the team's own feel for what customers are actually asking
- Callers may not realise they are speaking to a machine, so agree in advance how ISA discloses itself and how quickly it hands over
- Leaning on published figures such as 90% automation or 75% resolution without agreeing measurable targets makes success impossible to contest later
Setup & Integrations
Technical difficulty
Low technical burden for the client, but not self-service. HubTec runs a guided four-week rollout: connecting the phone line, CRM and management software in week one, training ISA on tone of voice, FAQs and processes in week two, a staged go-live starting with evenings and weekends in week three, and KPI tuning in week four. The Italian FAQ puts a basic integration at five to seven working days. The client mainly has to supply system access and subject expertise; no coding is required, and conversation flows are edited afterwards through a no-code builder.
Deployment
Supported languages
Behind ISA
Social
Resources
All the official URLs gathered for verification and reference.
Frequently asked questions
What exactly does ISA do?
Which channels does it cover?
Does it integrate with my management software?
How long does it take to go live?
How much does it cost?
Can it handle several sites or departments?
What happens with an urgent call, such as a breakdown?
Where is the data hosted?
Is customer data used to train the models?
Who is behind ISA?
Should you pick ISA?
ISA is a focused product rather than a general-purpose assistant, and that focus is its main strength. HubTec has built a voice AI platform around the specific rhythms of the automotive trade — missed service calls, leads that go cold overnight, seasonal tyre rushes, post-repair follow-up — and backs the pitch with four named customers, published figures and a 2025 sector award. The design choice that matters most is that ISA acts inside the dealer's own systems during the call rather than simply answering questions, which is what separates it from a smarter switchboard.
The reservations are about evidence rather than intent. Nothing about pricing is public, so no reader can judge affordability without a sales conversation. The claim of open APIs is not matched by any documentation. GDPR compliance and EU-only hosting are asserted with conviction but without a certificate, an audit or a trust page, and the only published subprocessor list describes the marketing website rather than the platform. The fifteen advertised languages are never named. The impressive operational numbers are vendor claims with no stated method.
There is also a scale question worth weighing. HubTec was registered in 2023 and is a small team; that is normal for a young vertical AI vendor, and its revenue trend is upward, but a buyer signing a multi-site deployment should ask the usual questions about support depth and continuity.
For an Italian dealership group, workshop chain or rental operator that is genuinely losing calls and is prepared to run a guided project over several weeks, ISA deserves a place on the shortlist. Go into the demo with a written list of questions about price, data ownership, model training and the specific systems you need connected — the site answers none of these.
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