Summary of Sprout Social Update / Briefing (November 18, 2025) Company Overview - **Company**: Sprout Social (NasdaqCM:SPT) - **Event**: Breaking Ground, a quarterly launch event focusing on social media and AI innovations Key Industry Insights - **Social Media Evolution**: The customer journey has shifted to social media, with social search becoming the new SEO and social content acting as the new marketing site map [6][8] - **Data Volume**: 5.4 billion people share hundreds of billions of messages daily, generating tens of petabytes of data on social networks [6] - **Customer Engagement**: 55% of users feel brands are not adequately responding to their interactions on social media, indicating a gap in customer engagement [8] Core Product Innovations - **AI Integration**: Sprout has been investing in AI for over a decade, with over 40 custom AI models in use, enabling features like optimal send times and sentiment analysis [14][15] - **Agentic AI**: Introduction of agentic AI, which can reason and take actions based on social data, enhancing workflows and decision-making processes [10][12] - **Trellis**: A new AI agent designed to facilitate social intelligence across organizations, allowing users to interact conversationally with social data for insights [16][20] Product Features and Enhancements - **Trellis Capabilities**: Users can perform tasks like trend analysis and campaign performance reporting through a conversational interface, significantly reducing the time spent on data analysis [16][19] - **Spam Detection**: New AI model for spam detection that categorizes and auto-completes spam messages, improving team efficiency [28] - **Influencer Marketing**: Enhanced capabilities for influencer matchmaking, including brand fit and safety scores, and upcoming features for analyzing video content [30] Upcoming Features - **Integration with ChatGPT**: Launch of a remote MCP server to connect Sprout with ChatGPT, allowing for deeper content analysis and performance comparisons [24][27] - **New Social Listening Sources**: Introduction of Blue Sky for comprehensive insights and monitoring capabilities across various social networks [39] Customer Engagement and Feedback - **Customer Participation**: Early access to Trellis for qualifying social listening customers, with plans for broader rollout [20] - **User Experience**: Positive feedback from customers on the ease of use and efficiency improvements brought by Trellis [52] Panel Discussion Highlights - **AI in Workflows**: Discussion on the transition from AI as an assistant to AI as a coworker, emphasizing the importance of personalized AI applications [48][56] - **Human Element**: Acknowledgment that while AI enhances efficiency, the human aspect of content creation and customer engagement remains crucial [60] Conclusion - **Future Vision**: Sprout Social aims to leverage AI to unlock social intelligence for businesses, enhancing customer engagement and operational efficiency at an unprecedented scale [31]

Core Insights - Sprout Social has launched Sprout AI, featuring a new proprietary AI Agent named Trellis, aimed at transforming social media data into actionable business insights [1][6] - The introduction of Sprout AI represents a significant shift in how organizations can access and utilize social intelligence, enabling faster and more effective responses to market dynamics [2][6] Company Overview - Sprout Social is a leading provider of social media management and analytics software, serving approximately 30,000 brands globally [6][8] - The company emphasizes that its platform is designed to empower businesses to leverage social data for smarter and faster decision-making [6] Product Features - Trellis, the AI Agent, allows users to query billions of social data points for insights related to market research, competitive analysis, and customer feedback [7] - The AI capabilities include proactive risk management by monitoring sentiment and emerging complaints, enabling early crisis detection [7] - Sprout AI enhances routine workflows, allowing teams to focus on strategic initiatives while showcasing the ROI of social media efforts [7] - Features like Optimal Send Times and AI-generated content aim to maximize engagement and reach for social media campaigns [7] Strategic Partnerships - Sprout AI includes secure connections with leading AI providers, starting with ChatGPT, facilitating the integration of social data into daily AI workflows [4][6]