Use cases, by job

Outreach in the prospect's language: what 21 languages looked like in one programme

A multilingual agent writes the first message in the prospect's language and then follows the language they reply in. In the Shelly Group installer programme the agent wrote in 21 languages; 51% of installers who replied wrote in a language other than English, and 92% of the agent's replies matched the language of the installer's message. That programme was a listening survey, not a sales campaign.

Published by Sellinger AI. Numbers and settings checked on 19 October 2026 against the fact register. Report an error.

languages the agent wrote in (Shelly Group installer programme, June to August 2026): 21
of installers who replied wrote in a language other than English (178 of 351): 51%
of the agent's replies matched the language of the installer's message (309 replies). 98% matched either the message or the country language: 92%
had prospects write about language in replies over the last 6 months (98 messages, keyword matches, relative size only): 33 teams

Who has this job

Teams that sell across borders without a multilingual sales team: a manufacturer with distributors in dozens of countries, a software firm selling in Europe, a hotel with guests from many countries. Prospects write things like asking whether the agent works in German or Spanish, or saying their English is limited.

How the Shelly programme did it

1
Day 0
A first email in the installer's language
Written from a language map covering 60 countries. Four numbered questions in the body, nothing to click.
2
On reply
Follow the language they wrote in
Once an installer replies, the agent follows the language they wrote in.
3
Pricing questions
A holding reply, then a person
A short holding reply in the installer's language, then a Shelly person.

Languages included Bulgarian, Polish, Spanish, Portuguese, Greek, Czech, Croatian, Hungarian, Romanian, Hebrew, Turkish, Ukrainian, Macedonian, German, Italian and French. Greetings followed local grammar, such as the vocative in Czech and Polish. One Brazilian installer answered only once the Portuguese version arrived. Read the case study and the four question partner survey playbook.

A second data point

At Hotel Pirin, a related party, the reservations agent answered 22 of 54 guest inquiries in languages other than Bulgarian, among them English, Macedonian, Serbian and Russian. Pirin keeps its related party label: the result is an operator's own, not independent proof.

Limits

The Shelly audience was an existing installer network that had registered with the company. Cold lists may respond differently.
The 92% figure measures matching language, not translation quality.
Opt out detection is documented for English, Bulgarian and German among other forms. A weak or unclear phrase in any language stops the agent and a person decides.
Commercial topics such as price and distribution were handled by staff, not the agent, in the Shelly programme.

Common questions

Do I have to provide translations?

No. You write the offer and the rules once. The agent writes each message in the prospect's language.

How does the agent pick the first language?

In the Shelly programme from a map of languages by country, then by the language the person replied in.

Does it work on LinkedIn?

The Shelly programme ran on email. The same agent writes on LinkedIn, but no published study measured language matching there.

Sources and method

Shelly Group installer programme case study, Sellinger production data for that workspace, to 9 October 2026. Customer language counts from the audit of 19 October 2026 (keyword matches, relative size only). Hotel Pirin figures from its case study, a related party.