Synup has launched Sydekick, an autonomous AI agent for local marketing tasks. The product shifts the company's model from software access to task execution.
The Bengaluru-based company says the system is designed to carry out work across listings, reviews, social posts, local search engine optimisation and AI visibility, rather than simply recommend actions.
Synup rebuilt its platform around the agent and now runs the system on large language models and inference that it owns and operates. The platform includes more than 5,000 integrations and manages more than two million business locations.
For businesses and agencies with multiple sites, local marketing often involves repeated manual work, including monitoring business listings, replying to reviews, producing local content, running SEO audits and tracking results across large numbers of locations.
Sydekick is intended to automate much of that workload through scheduled actions that teams can review and approve. The agent retains context across a workspace, client, location and conversation, and can take actions across listings, reviews, posts, reporting and AI visibility.
The product can be used inside Synup as well as through collaboration platforms such as Slack and Microsoft Teams. It also supports MCP, allowing connections with external tools and enabling other agents to access Synup.
How It works
Unlike a conventional assistant that generates text or suggestions, Sydekick is built to complete tasks. Agencies can offer clients a white-labelled dashboard and Sydekick experience while retaining control over branding, oversight and the client relationship.
The system can run recurring work through scheduled playbooks, including local post generation, SEO audits and review response drafting. It can also create branded images, rich media and location landing pages using integrated vision, image generation and coding models.
In one example, Synup said the system identified locations where rain was expected, generated location-specific content, and prepared a posting schedule and call to action for approval. The example reflects a broader effort to combine information from several sources into specific actions for individual sites.
Human review remains part of the workflow. Proposed actions are placed in an approvals queue, can be assigned to team members and are recorded in an audit trail showing what the agent did and why, with usage attributed by client and skill.
Across live workspaces, 94% of the actions Sydekick proposes are approved without edits, according to the company.
Commercial change
The launch also changes how Synup plans to charge customers. Instead of relying mainly on seat-based pricing and software access, it is moving towards usage-based credits tied to actions completed by the agent and allocated by client and skill.
A free trial with included usage is available. The shift aligns Synup's revenue model more closely with the volume of work carried out by the system.
Synup said its existing business provides an operational base for this approach, citing more than 100 publisher integrations, thirteen years of accumulated business logic and management of more than two million locations.
It also said nearly 5,000 partners use its services, while three of the ten largest US listings providers run on its API. Because the agent works from clients' listings, reviews and performance data already held in the platform, Synup is positioning the product as an execution layer built on operational marketing data rather than as a stand-alone chatbot.
Discovery shift
Synup linked the launch to changes in online discovery, with users increasingly receiving answers from AI systems rather than clicking through standard search listings. That increases the importance of maintaining structured and verified business information that those systems can access, and of acting on that information across many locations.
The company said it has spent thirteen years maintaining publisher-distributed business data, and that this history supports both the data layer and the action layer behind the new agent.
"We are excited to progress to the next transition for our business and our industry, building a truly agentic offering across the value chain - from application tooling to memory to inference. Having been in the industry for several decades now, I can say honestly and without a doubt that Sydekick and the new Synup service offering is truly game-changing. The aha moments we've unlocked with our client-deployed agents are unlike any I've seen before," said Ashwin Ramesh, chief executive officer, Synup.