Personal AI Assistant Tab Emerges From Stealth
A new personal AI assistant has officially arrived. Tab announced Tuesday that it has emerged from stealth at a $300 million valuation. The company declined to share exact funding details.
Tab is part of a rising trend of consumer AI assistants that promise to help people handle everyday tasks like making reservations and booking travel.
Who Created Tab?
Brennan Erbz, Stafford Schlitt, and Ammar Amdani started working on Tab earlier this year. Speaking about the product, Amdani explained how it works.
Users simply text the Tab assistant on iMessage or WhatsApp with whatever they need help with. Whether that means ordering groceries or finding presents for a birthday party, Tab makes it happen.
“You text it like you’d text someone you trust and it takes the weight off,” Amdani said. “The bills, the bookings, the calls you keep putting off, remembering the people you love.”
He continued: “It has its own phone number, computer, and wallet, so it doesn’t tell you how to do those things. It does them.”
How Does Tab Work?
The concept behind Tab is simple: treat the AI like a trusted contact. Instead of opening multiple apps or making phone calls yourself, you send a message and let the assistant handle the details.
This approach positions Tab as more than a chatbot. The assistant can take action — booking reservations, purchasing items, and managing tasks that typically require human coordination.
Investors Behind the Launch
Investors in the round include SV Angel, Valar Ventures, and American Spirit. Amdani said the company is growing mostly by word of mouth right now. He also shared that Tab plans to launch a new product soon.
He acknowledged that this is now somewhat of a consumer AI race. “Everyone is racing to make AI more capable,” Amdani said.
The Trust Question
Amdani framed the opportunity in personal terms. “Your grandparents had a family doctor, a banker, someone who knew them and looked out for them,” he said. “Most of us don’t have that anymore.”
That’s where a personalized personal AI assistant can come in. But he said the winners of this consumer AI race won’t necessarily be the ones with the best demos.
“We think the harder question is whether you should let it in.” Any AI assistant that can read emails or make phone calls or purchase things is “only as good as your trust in it.”
Privacy as a Foundation
It’s why Tab is built around trust, he said. “Your data is never used to train AI. Your card lives in a vault Tab itself never sees. Nothing that can be undone happens without your ‘yes.’ Capability is table stakes. Trust is the product.”
The company’s approach reflects growing concerns about data privacy in AI products. By positioning privacy and user control at the center, Tab aims to differentiate itself in a crowded field.
What Tab Means for Consumer AI
Tab’s emergence at a $300 million valuation signals continued investor appetite for consumer-facing AI tools. With word-of-mouth growth and a new product on the horizon, the startup is positioning trust — not just capability — as its differentiator.
As more personal AI assistants enter the market, the question of whether users will let these tools into their lives becomes increasingly important. Tab’s bet is that trust, not features, will determine the winners.
