Sprout Social launches AI tools to streamline marketing & customer service

New updates empower marketers to keep pace with the fast-moving social landscape, enhancing productivity, improving customer satisfaction, and driving impactful business results.

Sprout Social, a leading provider of cloud-based social media management software, has announced a series of updates and AI-powered innovations that enhance its platform and strengthen partnerships with Salesforce and major social media networks. These updates will be highlighted in Breaking Ground, Sprout’s quarterly showcase of its latest product advancements.

Customer service is a critical factor for businesses, as poor experiences can result in significant financial losses globally. Delivering outstanding customer care starts with meeting customers on their preferred channels, which, according to recent research, is increasingly social media. In fact, 80% of consumers are now using social media for customer support more than they did a year ago, with Gen Z prioritizing social as their main customer care channel. However, with millions of interactions and data points to manage, providing personalized and timely support is nearly impossible without AI assistance.

Sprout Social’s recent updates to its Social Customer Care feature introduce new tools and insights for marketers and support teams, turning each customer interaction into a competitive advantage. One such tool, Associated Messages, offers a complete historical view of a case’s public and private messages, enabling teams to respond more accurately and efficiently. Meanwhile, AI-powered Message Intent Classification prioritizes high-importance messages, ensuring swift resolution. Together with automated case management and upcoming AI features in Salesforce Service Cloud, these updates reduce manual tasks, allowing teams to focus on what truly matters—building lasting customer relationships.

Erika Trautman, Chief Product Officer at Sprout Social mentioned that Social is no longer just another marketing channel, it’s now the top non-traditional customer service platform. Social engagement forms the foundation of the consumer-business relationship, impacting every aspect of the organization. They recognize this and continue to enhance their products to help teams work smarter and faster, so they can seize every opportunity to delight customers and maximize their social ROI.

Sprout’s enhanced integration with Threads allows brands to moderate and respond to comments directly from within Sprout’s platform, ensuring they stay ahead in the social media game and engage with customers wherever they are.

In addition to enhancing speed and efficiency for marketers, Sprout’s latest and upcoming updates feature several AI advancements that enable teams to demonstrate their impact and make data-driven decisions more quickly. Notable examples include:

• Analyze by AI Assist: Provides executive-level insights for reporting widgets, streamlining the analysis of widget performance with AI-curated summaries.
• Conversation Breakdown Widget: Offers a comprehensive view of active conversations using new data lenses like sentiment, helping teams identify trends and insights faster.
• Comment Sentiment in Reports: Allows marketers to gauge audience reactions to content through new sentiment-based comment counts, helping to explain performance and guide future strategies.

Erika Bufford, Social Listening and Reporting Assistant at Tesco mentioned that Analyze by AI Assist has revolutionized how they approach content and campaign analysis. He mentioned that what used to take hours of manual effort, identifying trends, evaluating performance, and generating insights, can now be accomplished in minutes.